Chapter 8 International Sport 8 International Sport C H A P T E R

Chapter Outline Globalization of Modern Sport American Influence on World Sport Olympic Games Effect of Media on the Globalization of Sport (continued)

Chapter Outline (continued) Nationalism Versus Economics Athletes and Coaches as Migrant Workers Using Sport for Better World Understanding Chapter Summary

Globalization of Modern Sport Traditions began with Greek civilization. Sport expanded with British Empire. Nationalism emerged. Western culture brings modern advances. Dominance is shifting toward developed countries in certain sports (e.g., cricket in India, Olympics in Beijing).

Global Consumption of Sport The shoe wars, from adidas to Reebok, and domination by Nike Increase in casual dress boost of sport apparel industry Use of labor from developing countries by companies like Nike Sponsorship of countries and teams Television corporate sponsors

Discussion What do the shoe wars in the sporting goods industry tell us about sport and consumption? How does sport fit into the world economic system?

Popularity of Sport Worldwide 1.Soccer: Most-watched sport event in world is World Cup (2010 U.S. viewing up 50%). 2.Basketball: In , 77 NBA players were from 32 countries. 3.Baseball: In MLB, 29% of the players are international.

Ten Most Popular Sports in the World 1.Soccer 2.Cricket 3.Field hockey 4.Tennis 5.Volleyball 6.Table tennis 7.Basketball 8.Baseball 9.Rugby 10.Golf

Discussion American football is not even in the top 10 most popular sports in the world. Can you explain its low spot?

American Influence on World Sport American colleges and professional leagues attract many of the top athletes worldwide. American sports in top ten worldwide include volleyball, basketball, and baseball. Athletes and families will go to extremes for a chance to play in American leagues. United States offers financial and cultural attraction for international athletes.

The Olympic Games Increase communication between countries. Attract huge audiences worldwide. Promote cultural awareness. Set standards for rules in certain sports and has standardized them worldwide in many cases. See chapter 9 for much more on the Olympics.

Media Effect on Globalization of Sport Satellite and cable broadcasting and the Internet increase the fan base. Sport receives big bucks from TV broadcast rights and so caters to TV wishes, as in domestic market. Result: Enormous revenue for international events; enormous growth potential for domestic leagues to expand fan base.

Nationalism Versus Economics Historically, international competition driven by national pride Shift toward economic model –Corporate sponsors of countries, teams, events –2004 U.S. Olympic team sponsored by Roots, a Canadian clothing company –Large income from TV network sponsorship

Discussion Do you remember when a nationalistic model, instead of an economic model, pervaded Olympic coverage? If not, talk with a parent or instructor or other older adult about their memories. How did that change your viewing, or their viewing, of the Olympic Games?

International Travel in Sport Athletes and coaches often travel, work, and play internationally. Coaches are often hired in other countries to develop a sport. Agents of athletes often travel to watch their clients. Constant touring may lead to strain and burnout.

Discussion Do you believe more cross-cultural travel in sport increases understanding and interest in other cultures, either for the athletes and coaches themselves or the fans who watch them? Why or why not?

Using Sport for International Understanding Athletes of all ages have international competition opportunities. International travel and competition increase appreciation of other cultures. Breaks for travel may provide balance to training and competition. Interactions between coaches can increase world outlook.