Abstract des Autors

Sponsorship and commercialization of high performance sport, as well as television and other media, especially press attract great audience interested in that sport area. The popularity of great athletes reminds us of a certain kind of show business for all actors and spectators. This situation relieves high performance sport of the state control, which is regarded as beneficial, or at least discussed as questionable. Similarly to other spheres of social life, sport, too, undergoes a phase of globalization with an enormous pressure on escalation of performances, which bring money, fame and social respect, but of course sometimes also the endeavour to secure the performance and winning by means of unfair means - money, or doping, etc. The show on the playground must always bring something new, better; however, the openess of the result is always the main attraction for the audience. Sport business concerns the athletes in a remarkable way, they become a commodity as is the case with other goods, they are sold and bought without sometimes being questioned about the transfer, which is in fact something unprecedented in employee's sphere. The pressure on results (=profit) introduces trends to cheating of all kinds. From the commercial point of view a case of buying e.g. a positive result is actually quite appropriate, the sport moral is in case of preventing a great financial loss regarded as secondrated. So far this is hopefully not so frequent. High performance sport is also an advantageous industry, the big firms enforce their advertisements very expressively and at a global range. They help sport in a way which is beneficial for both sides provided that they do not lobby the sport professional questions of performances, e.g. in influencing rules and regulations of competitions. Verf.-Referat