Final answer:
A neoliberal society emphasizes free-market capitalism, where sports provide examples such as the commercialization of athletes, corporate-named stadiums, and lucrative broadcast rights and endorsement deals, demonstrating the commodification of sports for economic gain.
Step-by-step explanation:
A neoliberal society is characterized by free-market capitalism, privatization, deregulation, and a reduction in government spending with the notion of enhancing individual liberty and economic efficiency. In sports today, neoliberalism is evident in the commercialization and commodification of athletes and events. Take, for instance, professional leagues like the National Basketball Association (NBA) and the National Football League (NFL). Athletes like Kobe Bryant have become lucrative brands, and sports franchises are run as major businesses focusing on profit maximization.
Examples include the sale of broadcast rights to the highest bidder, leading to multi-billion dollar television contracts that shape when and how games are presented. Stadiums and arenas also tend to be named after corporations, which illustrates how commercial interests are embedded within the public face of sports. Moreover, athletes often secure endorsement deals that reach into the millions, suggesting that their image and performance extend beyond the field or court into realms of advertising and consumer influence. The focus here is not on sports as mere competition but as a vehicle for economic gain, both for individuals and for corporations.