Since the first Olympic Games, the figure of the athlete has roused enormous passion. One may wonder if nowadays the cultural mechanisms that produce them are analogous and perform the same functions as in the past. This article aims to answer these questions. For this purpose, we have relied on the analysis of the discourse from different actors in the 2010 European Symposium of Sports "Thinking Sports, Transforming Society: The EU in favor of citizenship for the XXI Century". The results will provide relevant information about the responsibility of the mass media in the production of a sports spectacle, the role of the big brands and the exemplarity of the sports' elite. In this manner, the need was conveyed of producing a different view of sports, so that in the contest between humanistic values and materialistic values, those who contribute to the welfare of the citizens could achieve glory.