Sports today are a way of life for people. Friends have been both gained and lost through the viewing of sports. Some sporting events have even been turned into unofficial holidays for many. I am sure that almost every American can honestly say that most years on the last Sunday in January they gather around either their own television or a friend's television with their snacks and beverage for the all important Superbowl. Many people would say that the Superbowl is the most important day of the year. Well with all the hype and spectacle of the game why wouldn't people feel that way? I'm sure that most advertisers would also agree that Superbowl Sunday is the most important event of the year. It is crazy to think that a little sporting event has now taken on more importance to people then such holidays as Thanksgiving or Christmas. You can't even think about these two holidays without associating them with football. I know in my house the television doesn't get changed from the football games on holidays for anything. Sometimes we don't even eat at the table together as a family because the males in the house don't want to miss a second of the game. Of course football isn't the only sport that has importance to people. Many base their schedules around basketball, racing, baseball, and even golf or tennis. People live for sports. It is like a ritual for people to wake up in the morning and turn the newspaper directly to the sports page to find out the scores. If they don't do that they might watch the news every night specifically for the sports report, or they might turn their television to ESPN as soon as they get home to find out what is going on in the sports world.
             The sports themselves are not the only ones benefiting from people making sports a way of life. Advertisers, magazines, and merchandisers among others also greatly benefit because of the willingness of peo...