Quantifying the immeasurable: a reflection on sport, time and media

In the last century, professional sport has experienced a process of standardization that has favoured the development of its two most recent characteristics: the quantification and the pursuit of records, as Guttmann exposed in From Ritual to Record (1978). This article reflects on the ramifications that those characteristics have had in the sport consumption of sport in recent times, focusing particularly on the temporal consequences. The work proposes an ‘evolutive time’ perspective to understand the double fundaments of the sporting temporality: its cyclical dimension of recurrences and familiar elements; and its linear dimension of newness and uniqueness. The argument is that sport draws on elements derived from quantification and records such as time serialization and time disruptions in order to produce a globally appealing and intelligible commodity