Sport is a time consuming activity and... "time is money". In this socio-economic study on sport participation in Flanders (Belgium), the price of time is calculated by the wages earned by the sport participants. For each of the fifteen sports selected, representative quotas of sixty male participants were interviewed by questionnaire (n=900). The different sports show different time consumption rates and their practitioners have quite divergent income levels. Consequently, the price of time differs considerably from one sport to another. However, further analysis shows that time does not really affect the hierarchy of financial costs of sports. It is therefore doubtful that the price of time for certain sports has a major influence on the consumers' choice for a particular sport.
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