Over the past few decades, sport has become an important part of modern society. Roughly three quarters of the Swiss population participate in sports; about 80 percent follow sports events in the media. Yet, sport is more than just physical activity, fun, sociability and entertainment. Sport also refers to lifestyle, rituals, mega events, market transactions and business opportunities. Currently, Swiss sports generate an annual turnover of about 15 billion Swiss francs and a gross value added of about 8 billion Swiss francs. To the extent that sport has become an important feature of society it has also sparked sociology’s interest.