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The article discusses the commercialization and professionalization of sports in Sweden. During the 20th century, sports was characterized by the principal amateurism that rendered the Nordic countries their special identity and character. As the Swedish Sports Confederation abolished the amateur rules in 1967 the old national movement organization opened itself up towards the modern actors of the Swedish market, namely, the national state and the market. Certain parts of Swedish sport are heavily commercialized, but in other parts the activities remain on just about under the same circumstance. Commercialization of sports means to manufacture an object for profitable business activities. From this follows that commercial sports is not primarily arranged for the sake of sports but for making profit. A milestone was passed in this regard at the Swedish Sport Conference in 1999 by the Swedish Football Association and the Swedish Sports Confederation.