Explains why cities dig deep in their pockets to host the Olympics and countries breed teams for success on the world soccer stage.

Alan Tomlinson is Professor of Leisure Studies, Area Leader for Sport and Leisure Cultures, and Head of Chelsea School Research Centre at the University of Brighton. He is the author and editor of many books, including The Game's Up: Essays in the Cultural Analysis of Sport, Leisure, and Popular Culture. Christopher Young is University Lecturer at the University of Cambridge and Fellow and Director of Studies in Modern and Medieval Languages at Pembroke College. He is the coauthor (with Thomas Gloning) of A History of the German Language Through Texts.