The 20 Countries Redefining Global Sports: Markets, Power, and Opportunity

A New Era for the Global Sports Economy

Today the global sports industry has firmly established itself as one of the most dynamic sectors of the world economy, with valuations now widely estimated to exceed 700 billion dollars when live events, media rights, sponsorship, betting, technology, and sports tourism are considered together. What makes this era fundamentally different from previous decades is not simply the continued strength of traditional powerhouses such as the United States, the United Kingdom, and Australia, but the rapid rise of a much broader group of countries across Europe, Asia, Africa, and the Americas that are reshaping how sport is played, consumed, financed, and commercialized. For xdzee.com, whose audience is deeply engaged with sports, adventure, travel, business, lifestyle, and culture, understanding this new geography of influence is central to identifying where future opportunities will emerge and how brands, investors, and professionals can position themselves strategically.

Sports have become a critical platform for national identity, soft power, and economic diversification, particularly in regions seeking to attract tourism, foreign investment, and international recognition. The traditional model of stadium attendance and domestic broadcast rights has given way to a far more complex ecosystem driven by global streaming platforms, social media engagement, data-driven performance analytics, cross-border sponsorship, and integrated lifestyle experiences that blend sport with travel, wellness, and entertainment. Nations that were once considered peripheral to the global sports economy are now investing heavily in infrastructure, talent development, digital platforms, and event hosting, allowing them to leapfrog older models and compete for global attention.

This shift is closely tied to broader technological and cultural trends. The growth of digital platforms such as YouTube, Twitch, and global streaming services has enabled fans in Germany to follow basketball in Canada, supporters in Brazil to watch esports in South Korea, and adventure travelers in Australia to discover extreme sports in New Zealand in real time. At the same time, organizations such as the International Olympic Committee, FIFA, and the International Paralympic Committee have expanded their reach, adding new events, formats, and commercial partnerships that further intensify competition among host nations. For readers exploring the business implications of this transformation, the analysis at xdzee business provides additional context on how sport now intersects with finance, technology, and global trade.

What follows is a 2026 perspective on 20 countries that, collectively, are redrawing the global sports map. Some are established giants adapting to new realities; others are emerging markets whose influence is accelerating. Together, they illustrate how experience, expertise, authoritativeness, and trustworthiness are now essential attributes not only for athletes and teams, but also for the organizations, brands, and platforms-such as xdzee.com-that interpret and connect this fast-moving landscape for a global audience.

United States: Globalization of a Mature Powerhouse

The United States remains the single most commercially powerful sports market, yet its defining characteristic in 2026 is no longer domestic dominance but international expansion and intensifying competition. Leagues such as the NFL, NBA, Major League Baseball (MLB), and Major League Soccer (MLS) have systematically pursued global audiences through international fixtures, academies, and media partnerships. Regular-season NFL games in London and Germany, NBA preseason tours in Asia, and the cross-border structure of MLS and the Leagues Cup with Mexico's Liga MX illustrate how American sports properties now think in terms of global ecosystems rather than national leagues.

Digital distribution has been central to this strategy. Platforms such as ESPN, NBC Sports, and Amazon Prime Video have invested heavily in streaming rights and data-driven personalization, allowing U.S. sports to reach fans in Europe, Asia, and Africa with tailored content, multilingual commentary, and interactive features. The co-hosting of the 2026 FIFA World Cup with Canada and Mexico is expected to accelerate the growth of football (soccer) in North America, stimulate infrastructure investment, and drive a new wave of sports tourism.

At the same time, the United States faces competition from rising markets in esports, women's sports, and sustainable venue design. The rapid growth of National Women's Soccer League (NWSL) audiences, the expansion of women's basketball via the WNBA, and the increasing visibility of college sports through platforms like NCAA.com highlight new commercial frontiers. For readers at xdzee.com, this evolution is closely linked to lifestyle trends, from athleisure fashion to wellness travel, explored in more detail at xdzee lifestyle.

United Kingdom: Heritage, Premier Leagues, and Digital Reach

The United Kingdom continues to wield disproportionate influence in global sport, primarily through the global appeal of the Premier League, which remains one of the most watched football competitions worldwide. Clubs such as Manchester City, Liverpool, and Manchester United are not merely teams; they are global brands with extensive commercial partnerships, international fan clubs, and sophisticated digital engagement strategies. The financial power of Premier League broadcasting deals, supported by networks such as Sky Sports and BBC Sport, has allowed English clubs to attract top talent while exporting British sporting culture across Europe, Asia, and North America.

Beyond football, the UK's sporting heritage is anchored by events such as Wimbledon, The Open Championship, and the London Marathon, all of which have leveraged technology to reach new audiences through live data feeds, virtual experiences, and sustainability initiatives. British startups and universities are at the forefront of applying artificial intelligence, performance analytics, and wearable technology to elite sport, while national governing bodies continue to invest in grassroots participation and diversity programs. For readers tracking global sports news and regulatory developments involving the UK, xdzee news offers ongoing coverage and analysis.

Germany: Engineering Excellence and Sustainable Growth

Germany exemplifies a balanced sports ecosystem that combines elite performance, financial stability, and fan-centric governance. The Bundesliga, featuring clubs such as Bayern Munich and Borussia Dortmund, is often cited by analysts and organizations like UEFA as a model for sustainable club management, thanks to the 50+1 ownership rule that preserves supporter influence and limits speculative takeovers. German stadiums are renowned for high attendance, safe standing areas, and strong supporter culture, which has helped maintain loyalty even as global competition for attention intensifies.

Germany's sports portfolio extends beyond football to motorsports, handball, basketball, and winter sports, supported by a robust infrastructure of local clubs and regional associations. The hosting of UEFA Euro 2024 showcased not only the country's logistical capability but also its commitment to environmentally responsible event management, with venues such as the Allianz Arena emphasizing energy efficiency and public transport integration. German brands including Adidas, Puma, and Mercedes-Benz continue to anchor global sponsorships and technology partnerships, reinforcing Germany's reputation for precision and reliability. For deeper insights into how leading brands shape the sports economy, readers can explore xdzee brands.

Canada: From Hockey Stronghold to Multisport Innovator

Canada remains synonymous with ice hockey, with the NHL and international tournaments such as the IIHF World Championship and the Winter Olympics reinforcing its status as a global powerhouse in the sport. However, by 2026 Canada has significantly diversified its sporting profile. The success of the Toronto Raptors in the NBA, the growth of Toronto FC and Vancouver Whitecaps in Major League Soccer, and the development of the Canadian Premier League have expanded the country's influence in basketball and football, while baseball and athletics continue to gain traction.

The co-hosting of the 2026 FIFA World Cup is expected to be a turning point for Canadian football, catalyzing investment in stadiums, training facilities, and youth development programs. Canadian universities and research institutions are recognized for their contributions to sports science, particularly in areas such as concussion research, biomechanics, and athlete wellness, often highlighted in resources from organizations like Sport Canada. For readers interested in performance optimization and analytics, the coverage at xdzee performance connects these scientific advances to real-world applications in elite and recreational sport.

Australia: Sports Nation and Asia-Pacific Gateway

Australia has long been one of the world's most sports-obsessed nations, with a calendar dominated by cricket, rugby, Australian Rules football, tennis, and swimming. The Australian Open, part of the tennis Grand Slam, continues to position Melbourne as a global sports city, while the Big Bash League in cricket and the NRL and Super Rugby competitions attract growing international audiences. Australian athletes remain highly competitive in Olympic sports, reinforcing the country's reputation for high-performance systems and sports science innovation.

In recent years, Australia has also focused on sports tourism, sustainability, and technology. High-performance centers in Canberra, Brisbane, and Sydney integrate data analytics, climate adaptation strategies, and injury prevention research, often in collaboration with universities and institutes referenced by bodies such as the Australian Institute of Sport. With Brisbane set to host the 2032 Olympic and Paralympic Games, long-term infrastructure and legacy planning are already shaping investment decisions. For xdzee.com readers inspired by the blend of sport and adventure, features on xdzee adventure highlight Australia's appeal for surfing, diving, trail running, and other outdoor pursuits.

France: Olympic Legacy and Cultural Influence

France combines a deep sporting tradition with a sophisticated understanding of sport as cultural diplomacy and urban policy. Events such as the Tour de France, Roland-Garros, and top-tier rugby competitions have long placed France at the center of global attention, but the successful hosting of the Paris 2024 Olympic and Paralympic Games has further elevated its profile. The Paris Games emphasized sustainability, inclusion, and urban integration, with temporary venues, low-carbon transport, and community engagement initiatives that are now studied by organizations such as the World Economic Forum as models for future mega-events.

Football remains the most powerful driver of commercial value, with Paris Saint-Germain (PSG) and other Ligue 1 clubs attracting international investment and global fan bases. At the same time, France's influence extends into sports fashion, design, and lifestyle through brands such as Lacoste and the French operations of Nike and Adidas, integrating sport into broader cultural narratives. Readers interested in how sport shapes and reflects national identity can find complementary perspectives at xdzee culture.

Italy: Revitalizing a Historic Sports Power

Italy is a country where sport, style, and history intersect in uniquely powerful ways. Football is central, with Serie A clubs such as Juventus, AC Milan, and Inter Milan retaining global recognition despite increased competition from the Premier League and La Liga. The national team's triumph at UEFA Euro 2020 revitalized domestic enthusiasm and reinforced Italy's reputation for tactical sophistication and defensive excellence. Cycling events such as the Giro d'Italia and motorsport icons like Ferrari in Formula 1 maintain Italy's visibility across multiple disciplines.

In 2026, Italy is also capitalizing on the convergence of sport and tourism. Ski resorts in the Dolomites, sailing along the Amalfi Coast, and motorsport experiences in Emilia-Romagna attract visitors seeking both competition and lifestyle experiences, a trend supported by travel insights from platforms such as UNWTO. For xdzee.com readers exploring destinations where sport and culture intersect, xdzee destination offers curated coverage of Italian and other global hotspots.

Spain: Football Giant and Sports Tourism Magnet

Spain remains one of the world's undisputed football superpowers, with La Liga and clubs such as Real Madrid and FC Barcelona functioning as global entertainment brands. Their reach extends through broadcast partnerships, social media, merchandising, and football academies across Asia, North America, and Africa, often profiled in reports by organizations like LaLiga Global Network. Spain also excels in basketball through the Liga ACB, tennis through stars like Rafael Nadal and the Mutua Madrid Open, and motorsports via MotoGP and Formula 1 circuits.

The country's sports economy is closely linked to tourism. Millions of visitors travel annually to watch football matches, cycle in the Pyrenees, surf in the Basque Country, or play golf in Andalusia, making sport a critical driver of regional development. Esports and digital engagement are also growing, supported by local leagues and gaming hubs in cities like Madrid and Barcelona. For those planning travel around sporting events, xdzee travel provides practical insights and destination overviews.

Netherlands: Talent Development and Sports Technology

The Netherlands is renowned for its efficient talent development systems and innovative approach to sport. Football clubs such as Ajax Amsterdam have become benchmarks for youth academies, producing generations of players who succeed in Europe's top leagues. Dutch excellence extends to cycling, speed skating, and field hockey, with athletes regularly achieving podium finishes at Olympic and World Championship events, often covered in depth by outlets like Olympics.org.

What distinguishes the Netherlands in 2026 is its investment in sports technology and smart infrastructure. Cities such as Amsterdam, Eindhoven, and Rotterdam are home to startups and research centers focused on data analytics, wearables, and stadium innovation, including energy-efficient design and advanced crowd management systems. This emphasis on innovation aligns closely with themes explored at xdzee innovation, where readers can follow how technology is redefining performance, fan experience, and safety across global sport.

Switzerland: Governance Hub and Winter Sports Specialist

Switzerland exerts a quiet but profound influence on global sport. As the headquarters of the International Olympic Committee, FIFA, and numerous international federations, Switzerland plays a central role in governance, regulation, and strategic decision-making. The Court of Arbitration for Sport in Lausanne is the final authority for many disputes, giving the country a unique position in questions of integrity, doping, and contractual conflict, frequently referenced by legal and regulatory analysts at sites like CAS.

Domestically, Switzerland is a leading destination for winter sports, with ski resorts in the Alps attracting elite athletes and tourists from around the world. Ice hockey, skiing, and biathlon benefit from high-quality infrastructure, strong coaching systems, and a culture that integrates sport into everyday life. For readers at xdzee.com interested in how ethics, governance, and regulation shape the sports industry, xdzee ethics offers context on the decisions made in Swiss-based institutions and their global consequences.

China: Strategic Expansion and Digital Dominance

China has spent the past two decades methodically building a sports ecosystem designed to serve both domestic development and international influence. Basketball, football, table tennis, and badminton remain core sports, with the Chinese Basketball Association and partnerships with the NBA providing pathways for talent exchange and commercial collaboration. The legacy of the Beijing 2008 and Beijing 2022 Olympic Games includes world-class venues, improved winter sports participation, and a strong emphasis on national fitness.

China's most significant impact in 2026, however, lies in digital platforms and esports. Companies such as Tencent and Alibaba control major streaming services, gaming titles, and sponsorship networks that reach hundreds of millions of users, influencing how sports and gaming content are produced, distributed, and monetized. Chinese teams and players are dominant in several esports titles, while domestic leagues attract global investors and advertisers. For readers tracking how China's rise affects global markets and geopolitics, xdzee world provides broader analysis beyond sport alone.

Sweden: Sustainability, Talent, and Digital Platforms

Sweden continues to outperform its size in sports such as football, ice hockey, handball, and athletics. Clubs like Malmö FF and a tradition of technically gifted players, including figures such as Zlatan Ibrahimović, have cemented Sweden's place in European football. The country is also a leader in winter sports and has a strong Olympic record relative to its population, as reflected in data from organizations like World Athletics.

In 2026, Sweden's sports strategy is increasingly aligned with sustainability and digital innovation. Stadiums and training facilities are designed with low-carbon materials and renewable energy, while Swedish technology companies contribute to streaming solutions, fan engagement platforms, and esports infrastructure. Consumer brands such as IKEA and H&M leverage sports sponsorships to reinforce values of equality, design, and environmental responsibility, reflecting broader lifestyle trends that resonate with the audience of xdzee.com.

Norway: Winter Dominance and Adventure Leadership

Norway remains unmatched in several winter sports, regularly topping medal tables in cross-country skiing, biathlon, and ski jumping. Its performance at recent Winter Olympics has been underpinned by a national philosophy that emphasizes outdoor activity, grassroots participation, and long-term athlete development, often cited by sports development bodies such as Sport Norway. This success has helped build a strong sports tourism sector focused on skiing, snowboarding, and winter adventure.

Norway is also emerging as a destination for year-round adventure sports, including climbing, kayaking, and trail running in fjord and mountain landscapes. In football, Norwegian clubs and youth academies are producing players who move to top European leagues, further increasing the country's visibility. The emphasis on safety, environmental stewardship, and equality in sport aligns with the themes presented at xdzee safety, where readers can learn more about risk management and best practices in adventure activities.

Singapore: Financial Hub and Event Platform

Singapore has strategically positioned itself as a regional hub for sports business and high-profile events. The Formula 1 Singapore Grand Prix, one of the most iconic night races on the F1 calendar, showcases the city-state's ability to integrate sport, tourism, and urban spectacle. Singapore's advanced infrastructure, regulatory stability, and financial expertise make it an attractive base for sports marketing agencies, governing bodies, and event organizers, a trend frequently highlighted in business reports by outlets such as Bloomberg.

Beyond motorsport, Singapore is investing in football academies, high-performance training centers, and esports arenas, seeking to serve as a gateway between Europe, North America, and the rest of Asia. Its multicultural population and strong education system support a diverse sports ecosystem, from school-level programs to elite competition. For companies and professionals interested in jobs and careers at the intersection of sport and finance, the opportunities emerging in hubs like Singapore are often mirrored in the perspectives shared at xdzee jobs.

Denmark: Progressive Policy and High-Impact Performance

Denmark demonstrates how a relatively small country can achieve global impact through a focused and progressive sports strategy. Its national football team regularly qualifies for major tournaments, while Danish athletes excel in cycling, badminton, and handball, often performing above expectations in European and world championships. Organizations such as Team Danmark have been instrumental in developing integrated high-performance systems that combine coaching, sports science, and athlete welfare.

Danish sports policy places strong emphasis on participation, gender equality, and sustainability, with investments in community facilities and green stadiums that reflect the country's broader environmental commitments. This creates a virtuous cycle in which sport supports public health, social cohesion, and international reputation, reinforcing Denmark's attractiveness as a partner for brands and federations seeking credible, values-driven collaborations.

South Korea: Esports Vanguard and Cultural Integration

South Korea has fundamentally changed global perceptions of what constitutes a sport through its pioneering role in esports. Titles such as League of Legends, StarCraft II, and Overwatch became mainstream entertainment in Korea long before they did elsewhere, supported by dedicated arenas, professional leagues, and broadcast coverage comparable to traditional sports. Korean teams and players continue to dominate many global tournaments, with organizations like Riot Games and Blizzard Entertainment frequently highlighting Korea's role in shaping competitive gaming.

Traditional sports remain strong as well. Baseball, football, archery, and taekwondo all enjoy significant domestic support, and South Korean players have built successful careers in Major League Baseball and European football. The integration of sport with K-pop, fashion, and digital media has created a powerful cultural export engine, in which athletes, entertainers, and brands collaborate across platforms. This hybridization of sport and entertainment is a key trend that xdzee.com continues to monitor across its coverage areas.

Japan: High-Tech Tradition and Global Engagement

Japan offers a distinctive combination of deep-rooted sporting traditions and cutting-edge technology. Baseball, football, and martial arts such as judo and karate are central to national identity, while the legacy of the Tokyo 2020 Olympics (held in 2021) continues to shape infrastructure and public policy. Japan's professional baseball league, the NPB, and the J.League in football maintain strong domestic followings and increasingly international fan bases, supported by collaborations with organizations such as MLB and FIFA.

Japan is also a leader in robotics, AI, and immersive technologies applied to sport, from automated officiating systems to advanced training simulators and fan engagement tools. Esports has grown rapidly, supported by government recognition and corporate sponsorship from companies such as Sony and Nintendo, which sit at the intersection of gaming, entertainment, and sport. These developments underscore how innovation and tradition can reinforce each other, a theme that resonates strongly with the innovation-focused audience of xdzee.com.

Thailand: Combat Sports Heritage and Adventure Tourism

Thailand occupies a unique position in global sport through its association with Muay Thai, a combat sport that has gained international recognition both as a professional discipline and as a fitness and self-defense practice. Training camps in Bangkok, Phuket, and Chiang Mai attract athletes and enthusiasts from around the world, contributing significantly to sports tourism and local economies. International promotions and organizations have integrated Muay Thai into global combat sports circuits, often highlighted in coverage by outlets like ONE Championship.

Beyond combat sports, Thailand is expanding its football league, investing in stadiums and youth academies, and participating more actively in regional competitions. The country's diverse geography makes it a natural hub for adventure sports, including diving, rock climbing, kite surfing, and trail running, further strengthening its position as a destination for travelers who combine sport, culture, and leisure. These integrated experiences align closely with the travel and adventure narratives explored at xdzee.com.

Finland: Equality, Ice Sports, and Community Focus

Finland is internationally respected for its approach to sport as a vehicle for equality, education, and community well-being. Ice hockey is the national passion, with the Finnish national team and clubs in the Liiga consistently competitive at the highest levels, often documented in statistics and rankings on platforms like IIHF. Finland has also produced notable drivers in Formula 1, including Kimi Räikkönen and Valtteri Bottas, reinforcing its reputation in motorsport.

What sets Finland apart in 2026 is its commitment to gender equality and inclusive participation. National policies ensure that women and girls have access to facilities, coaching, and competitive opportunities across sports, and grassroots programs are designed to make physical activity a normal part of everyday life. This holistic view of sport as a public good, rather than only a commercial asset, has attracted international attention and partnerships, positioning Finland as a model for sustainable, community-centered sports development.

South Africa: Continental Leader and Global Storyteller

South Africa remains Africa's most prominent sports nation, with rugby, cricket, and football at the core of its international identity. The Springboks' victories in the Rugby World Cup, particularly in 2019 and 2023, have been powerful narratives of unity and resilience, frequently analyzed in global media such as World Rugby. Cricket and football also maintain strong domestic and regional followings, supported by legacy infrastructure from the 2010 FIFA World Cup.

South Africa is simultaneously a land of opportunity and challenge in sport. It offers world-class venues, passionate fan bases, and iconic adventure landscapes-from surfing in Jeffreys Bay to trail running in the Drakensberg-yet continues to grapple with issues of inequality, infrastructure gaps, and governance. Despite these constraints, it serves as a gateway for brands, investors, and media companies seeking to engage with the broader African sports market, an area of growing interest for the global audience of xdzee.com.

Brazil: Football Culture and Multisport Expansion

Brazil remains one of the world's most influential sporting nations, driven by an unparalleled football culture that has produced legends such as Pelé, Zico, Ronaldinho, and Neymar. The Brasileiro league continues to be a breeding ground for talent exported to Europe and Asia, while iconic clubs such as Flamengo, Corinthians, command vast domestic and diasporic followings. Brazil's hosting of the 2014 FIFA World Cup and 2016 Rio Olympics left a complex legacy of infrastructure, debt, and inspiration, but also reinforced its status as a global destination for major events.

In recent years, Brazil has diversified its sports portfolio, investing in volleyball, basketball, surfing, and esports. The country's beaches and natural landscapes support a thriving culture of outdoor activity and adventure sport, which in turn feeds into tourism and lifestyle industries. Reports from organizations like FIFA and IOC continue to track Brazil's central role in global competitions, while brands leverage Brazilian athletes' charisma and creativity in international campaigns.

Malaysia: Regional Platform and Grassroots Investment

Malaysia is emerging as a key Southeast Asian sports hub, particularly in badminton, motorsports, and football. The Sepang International Circuit, historically associated with Formula 1 and currently a venue for MotoGP, has put Malaysia firmly on the motorsport map, attracting fans and manufacturers from around the world. Badminton remains a national passion, with Malaysian players consistently ranked among the world's best, as reflected in rankings from the Badminton World Federation.

The Malaysian government has recognized sport as a tool for health, tourism, and national branding, investing in community facilities, school programs, and regional events. The country's geographic location and connectivity make it well placed to host ASEAN-level competitions and training camps, strengthening its role as a bridge between established and emerging sports markets in Asia. These dynamics are of particular interest to readers of xdzee.com who follow the intersection of sport, business, and regional development.

New Zealand: Rugby Icons and Adventure Capital

New Zealand occupies a special place in the global sports imagination thanks to the enduring success and cultural impact of the All Blacks, one of the most iconic teams in rugby history. The national rugby program, with its emphasis on skill, culture, and community, is often studied by coaches and analysts worldwide, including in materials from World Rugby. Beyond rugby, New Zealand excels in cricket, sailing, and Olympic sports, punching above its weight in terms of medals and global recognition.

The country is also a global epicenter for adventure sports and outdoor tourism. Bungee jumping, skydiving, white-water rafting, mountain biking, and backcountry hiking are integral to New Zealand's brand, attracting visitors from Europe, North America, and Asia seeking high-adrenaline experiences in pristine natural settings. The interplay between sport, environment, and tourism is a recurring theme in coverage at xdzee sports, where New Zealand frequently features as a case study in how performance and adventure can reinforce a national identity.

Conclusion: A Connected, Competitive, and Opportunity-Rich Landscape

By 2026, the global sports industry has evolved into a highly interconnected ecosystem in which these 20 countries-spanning North America, Europe, Asia, Africa, and Oceania-play critical and complementary roles. The United States continues to set commercial benchmarks, the United Kingdom, Spain, Germany, France, and Italy anchor Europe's premier competitions, while China, Japan, South Korea, Singapore, Thailand, and Malaysia drive Asia's rapid expansion in both traditional and digital sports. Canada, Australia, New Zealand, Sweden, Norway, Denmark, Finland, Switzerland, South Africa, and Brazil each contribute distinctive strengths, from winter sports dominance and governance expertise to adventure tourism and talent export.

For businesses, investors, and professionals, this diversification creates both complexity and opportunity. Success now depends on understanding local cultures, regulatory environments, digital behaviors, and long-term development strategies, rather than relying on a one-size-fits-all approach. For fans and travelers, the expansion of global competitions, streaming access, and adventure offerings means more choices than ever before in how, where, and why they engage with sport.

For xdzee.com, this evolving landscape is not an abstract trend but a living framework that shapes daily coverage across sports, adventure, travel, news, business, lifestyle, innovation, ethics, and culture. As new markets rise and established powers adapt, xdzee.com remains committed to providing experienced, authoritative, and trustworthy analysis that helps its global audience navigate the opportunities and challenges of a sports world that is more competitive, more connected, and more influential than at any time in history. Readers seeking to explore these themes in greater depth can continue their journey across the site, from xdzee world to xdzee innovation, confident that the stories behind the scores are as important as the results themselves.