One of the few remaining areas where nations can drop the sword and join in a community atmosphere is sports. This is why sport marketing is essential to Canadian people and for that matter all people. The people of every nation seek peace and tranquility. It may seeem that some are in fear of building relationships with other nations, but my gut tells me we all want and desire peace. The fields of athletes in an Olympic setting simply bring a tear to my eye. The joyous expressions on the elite athletes of every nation are a sure sign of the hard work and determination of these individuals. The pride and honor displayed should be enough to showcase to the world that we all should aspire to be our best. This is what sports can do for the world.