Sports permeates the fabric of our society on all levels and it also is a universal phenomenon expressed in all cultures of the world. It has become the international medium of cultural exchange in the contemporary world. Witness the galvanizing popularity of the 1996 Atlanta Summer Olympic Games, the World Track and Field Championships in Athens, Greece, and the 1998 Winter Olympics from Nagano, Japan.Americans, indeed people throughout the world, are often consumed by sport. It is no wonder that some refer to sport as the New American Religion. Social scientists can no longer afford to ignore sport as a subject of serious research and discussion. It is shaping cultures, driving economies, and molding politics. Its impact is global, facilitating communication among nations while underscording national, regional, and ethnic identities.


ROBERT R. SANDS is Professor, Department of Human Behavior, Community College of Southern Nevada.