Today sport is publicised by the media in terms of performance and results; there are winners and losers. The purpose of my diploma project is to consider sport from a new point of view: fetishism. This can be defined as a photographic exploration of the identity of a sport. I have chosen archery because it is rarely covered by the media, but also because of its cultural, symbolic and visual richness. Toxophilia: the love of, or an addiction to, archery.