In the sport ethics literature, the general attitude with regard to the influence of commercialization in sport is to draw attention to the ways it undermines sport and morally corrupts those involved in it. This paper attempts to provide a counternarrative to this literature, focusing on criticism of commodification of sport that revolves around the idea of fairness. A brief libertarian framework is presented and three characteristics of sport are outlined, which are shown to make sport a particularly well-suited context for libertarian approaches. Unlike a good deal of human activities, engaging and disengaging from sport carries few internal barriers, a fact that creates the opportunity for participants to introduce alternatives to the established way of playing sport. In this case, if alternatives to certain means of playing sport can always be found, then no concrete instance in which sport is played can truly be considered as unfair as individuals always..