subject: What The Modern Sports Person Needs To Know [print this page] The World Cup is well underway and like many other major sporting events in the modern age there is no lack of corporate support. Sponsorship and advertising are how the major sports bodies make their money, not to mention the sportsmen and women themselves. There is a lot of money in the sports industry and this has resulted in a new generation of sports professionals who are not only good at sport, but who are also savvy at getting those lucrative deals.
In the good old days, sport was all about taking part, in the days that followed just after sport quickly became all about winning, then there was winning in style and now we seem to be heading back towards taking part - but taking part wearing your sponsors kit and drinking whatever drink you are currently promoting. There is no doubt advertising is here to stay in sport and there is no doubt money has helped move many sports on over the years, it is here to stay and is now part of the sporting world.
Through the increased media coverage of sports events and especially sports people themselves, many have been elevated to the positions of being seen as role models. The paparazzi are constantly chasing sports stars in a similar way all celebrities are followed. As a result, many sports people are as concerned with their appearance as they are with their game.
In order to always look their best (and to not upset any potential or current sponsors) many sports people employ the latest beauty tips and tricks. Popular treatments include the use of teeth whitening, permanent make-up and cosmetic surgery. Teeth are a big concern for those who partake in contact sports as it is not unusual for them to have one or two missing, or knocked out of line. One of the most discreet and popular dental treatments for those in the limelight is clear braces. The real benefit of such braces being that they are virtually invisible and great for those who are on television or photographed a lot.
Over the past few years money has filtered into sport from all angles. The good news is that on the whole it has done little to detract from the glory or the achievement of winning a major sporting event. There is a lot of money to be made by savvy and commercially aware sports people, let's just hope it doesn't overcome the true meaning of the sports we all know and love.
