Good for you Spider!
That is the thing. Participation in activities should be encouraged for the sake of the enjoyment of performance and not to get big bucks. Participation should be the ideal end and not the means to an end.
In any case, I am not talking about professional sports here. Kids, adults and even senior citizens can all find to spend more time on non-materialitc activities rather than working more to buy a house, to buy a new car, to take an expensive vacation and so on.
Cut out constant advertising of goods and that alone will be a big start. Have a President talk about the need to involve people in non-materialistc activities.