Drawing upon interviews with key people in the World Rally Championship as well as trans-local ethnographic research, this book explores questions of commerciality and sporting identity, tackling the sport's controversial handling of the shift into 'the commercial age'. It is essential reading on combining sporting heritage and commercial progress.

Following Russia's invasion of Ukraine in early 2022, sanctions were implemented that banned Russia from most international sports. As a result, sport governing bodies (SGBs) have made a marked shift in their tradition of neutrality, to a point of no return. In light of this, this book asks what is next for SGBs. It provides an analysis of the root problem that sport governing bodies have had with politics since their inception: a paradoxical treatment of neutrality. This can be evidenced by their awarding of Mega-Sport Events to authoritarian states and also through the SGBs' own desire to...