Smith, Aaron C. T and Westerbeek, Hans (2010) ‘From enhancement to engagement’: reflections on the future of sport consumption. Sport in Society: Cultures, Commerce, Media, Politics, 13 (2). pp. 344-353. ISSN 1743-0437 (print) 1743-0445 (online)

Abstract

In this essay we will examine three important aspects in regard to the future of sport consumption. Firstly we discuss the probable use of gene therapy in the future and its role in shaping participation in sport. Secondly we propose that the nature of future sport spectatorship may change as much as the athletes themselves as a consequence of the introduction of numerous powerful platforms and media channels. Finally, we suggest that the impact of these two developments will be canalized by sport's social role. The future of sport is one where assumptions about physicality and performance will have to be reframed. The nature of imminent technology will facilitate powerful tribal belonging as it will encourage an unprecedented level of fan-to-fan interaction. In this respect, despite the physical barriers, sport will be accessible to almost anyone with the right technology and the ability to pay for it.

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