We can find certain parallelism between architecture and sport in history (Rome) and in contemporaneity with spectacular sport as most global kind of entertainment, and recognizable sport architecture as sign of its universal presence. London Olympic Games 2012 followed slogan "Architecture for Humanity", adding ecological and social concern to more traditional idea of sport objects as modern cathedrals. Sport architecture has become a statement, and it embodies ideology which turns sport into reason for hope. Sport architecture is created on the field where standardization of space (and time) exists for more than hundred years, together with concentration of power in sport associations which, during these hundred years, changed their identity from civil society movements into capital enterprise institutions. Original meaning of "sport" (desportes, deport) as activity deported beyond regular and ordinary everyday life was extended into new region of space and time where mass media entertainment is produced. Contemporary sport architecture has to follow specifically sport rules for playground space, and rules of media presence. Sport places are spaces where massive audience watches the game, and were it watches itself watching - to be seen by massive media audience whose virtual presence is perhaps today the most important concern of architectural design for sport.