That is why we must ask ourselves if we buy products with the logo of the five rings? or use products that harm, pollute the environment and make humans sick? Is it really an effective way to favor sports? or rather, "we are contributing to the enrichment of a few ?, which are just icons of the globalized market of the 21st century, which continues to privilege mercantilism, regardless of the fate of humanity and the environment in which we live. For these transnationals what matters are their businesses, benefits and merchandise and, just for this, they see the sport activity as another way of making money. It is an inhuman model in which the athlete is a piece of machinery, citizens are forced consumers of the sports industry, the State is a protector of the benefits of the elite and large capitals are at their ease corrupting conscience, perverting sports spirit, fostering unfair competition and exploiting the sap of sport to the last drop.
Faced with this disastrous scenario, we must build an alternative model that is necessary in the world, to return all its splendor, beauty and purity to the sport. This new sports paradigm must help with the integral development of athletes, where the essential values of this physical activity are reinforced, oriented towards the formative, educational and recreational, with a sport as part of life and struggle, of doing and growing, being and feeling. We also need new forms of exchange that establish other relationships between the individual and his body, between the individual and nature and, above all, between individuals. Within this perspective, it is necessary to rescue world sport as a world heritage, the challenge is to collapse the colonial structure that governs it, promote a new rectory, eliminating once and for all the control exercised over it by institutions that respond to bourgeois conceptions and mercantilist interests, as is the case of the International Olympic Committee (IOC).
