Chapter%208%20International%20Sport

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Chapter 8 International Sport
C H A P T E R
8
International Sport
2
Chapter Outline

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

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Chapter Outline (continued)

• Nationalism Versus Economics
• Athletes and Coaches as Migrant Workers
• Using Sport for Better World Understanding
• Chapter Summary

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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).

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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

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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?

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Popularity of Sport Worldwide

1. Soccer Most-watched sport event in world is
   World Cup (2010 U.S. viewing up 50).
2. Basketball In 2008-2009, 77 NBA players were
   from 32 countries.
3. Baseball In MLB, 29 of the players are
   international.

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Ten Most Popular Sports in the World

• Soccer
• Cricket
• Field hockey
• Tennis
• Volleyball

1. Table tennis
2. Basketball
3. Baseball
4. Rugby
5. Golf

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Discussion

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

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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.

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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.

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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.

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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

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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?

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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.

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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?

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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.