Heroism Fame and Celebrity in the World of Sport/The Development of Modern Sport in Britain and America/The Professionalization of Modern Sport/Media Sponsorship and Sport Stardom/Corporate Culture and the Branding of the Sport Star/<i>Nike</i> Michael Jordan and Tiger Woods/Cultures of Sport Stardom/David Beckham and Anna Kournikova/Concluding Remarks/Sport Stars Authenticity and Charisma