Sports and publicity It is clearly undeniable the overwhelming impact that sports has in our daily lives, and to substantiate this fact, I suggest that you just check the time any news programme gives today to this matter. Yet, sports can also be considered a rather controversial issue if we bear in mind for example how the spirit of sport has gradually been relegated to a second place and clearly overshadowed by economic benefits and profitability. In this regard, everybody will agree that nowadays publicity and marketing play a crucial role in any sport development, making many followers support the idea that initial appeal of sports has sadly disappeared. Conversely, there are a lot of people who claim that were it not for marketing and publicity that sports would not have reached almost every corner of the globe and been accessible to more and more people. Together with this fact, the same sport fans also believe that advertising has made possible the current rise in the technology associated to any type of sport. Both points of view reveal one decisive idea about sports; that liked or not they are a big part of us and so (like for any other aspect of our consuming society) they are favorably or adversely impacted by globalization. But, from my perspective, this fact cannot make us forget the real importance of sports in general and the great pleasure of watching a good football match between Real Madrid and Barcelona, to name a very clear example.