Entry in Oxford Business Law Blog.
Extreme sports and extreme sports sponsoring have become key features of the modern entertainment and sports industry. Decades ago, individuals practicing extremely hazardous (fringe) sports were usually considered to be somewhat awkward or even weird borderline characters by the few who knew them. Today, many extreme sports athletes are media heroes and enjoy a celebrity status similar to that of pop music stars. Extreme sports are exciting and enriching for the athletes, demonstrate to all of us what humans can do, and they help make ‘normal’ sports safer.