Physical activity is an expression of emotion and competitive sport can have a beneficial impact when performed in favorable conditions (Cockerill, 1995). Sports participation generates transferable life skills and acquisition of motor skills can lead to enhanced self-esteem and self-efficacy. Fitness training has a beneficial effect on mood, performance at work, cognitive function and self-concept. It helps to ameliorate conditions like obesity and develop and maintain optimal fitness (Gilson, Cooke & Mahoney, 2005). Sport is an important factor in the development of the society which is why UNESCO has supported the demand to include physical education and sport in the Human Development Index (Schwery, 2003). Sport contributes to self-confidence and organizational skills.
Sport is an essential element in the growth and development of the society. Its benefits are immense for the physical and mental well-being of an individual but much depends on the self-perception of an individual. the motivation and mood determine the outcome of participating in sport. Sport also fosters brotherhood and brings people together. However, globalization of sport is happening at a very fast pace. Globalization is inevitable and consumerism has given different dimensions to sport. It has led to heightened international understanding and cooperation; it has transcended national borders. Media has exploited the popularity of the sport and the sports people as the athletes are used for celebrity endorsements by marketers.