Global Sport Business Environment

Robertson (1992) definition of globalisation

‘Compression of the world’

Maguire et al. (2002) definition of globalisation

‘Network of inderdependencies’

Little and Green (2009) definition of globalisation

‘Accelerated movement of ideas, capital, people…'‘

internationalisation

doing more business across borders

• home market stays the centre

• exploring an unchanged product

• country-by-country expansion

• reversible - you can withdraw

globalisation

the border stops organising the business

• product designed for global audience

• integrated, simultaneous markets

• structural - hard to unwind

Maguire et al. (2002) 5 global flows

1. economic

2. political

3. media / technology

4. migration

5. cultural

economic flow - Maguire et al. (2002)

movement of money and investment within global sport

e.g. player salaries, sponsorship, ownership

political flows - Maguire et al. (2002)

use of sport by countries and governments to gain international recognition and influence - soft power

media / technology flows - Maguire et al. (2002)

movement of sports content, information and technology across the world

migration flow - Maguire et al. (2002)

movements of athletes, coaches and sporting professionals between countries

cultural flows - Maguire et al. (2002)

movement of sporting cultures, traditions, values, fashion and lifestyles between countries

Millers et al. (2001) 5 processes of globalisation

1. globalisation

2. governmentalisation

3. americanisation

4. televisualisation

5. commodification

globalisation - Millers et al. (2001)

increasing connection and interaction between countries through sport

governmentalisation - Millers et al. (2001)

increasing involvement of governments and political organisations in sport

americanisation - Millers et al. (2001)

spread of American sporting styles, practices, business models and commercial approaches into other countries

televisualisation - Millers et al. (2001)

increasing influence of television and broadcasting on how sport is organised, presented and consumed

commodification - Millers et al. (2001)

process of turning sport into a commercial product product that can be bought, sold and exchanged for financial profit

homogenisation

sport markets become more similar

e.g. standardised global marketing strategies used for global audiences

heterogenisation

sport markets remain or become different - globalisation does not make every market identical

e.g. organisations need to adapt marketing to local cultures

core nations

powerful, wealthy countries with greater influence over global sport

e.g. more money, media rights, technology and decision-making

peripheral nations

countries with less economic and institutional power in the global sport system

e.g. consume sports produced by core nations without having same influence over how global sport is organised

winners of globalisation

• international sport reaches news audiences

• global sponsors gain access to new markets

• athletes gain greater international exposure

• fans get access to more international sport

• emerging markets can attract greater investment and events

losers of globalisation

• smaller sports can struggle to compete with globally dominant sports

• local clubs lose audiences to major international competitions

• smaller organisations have less control over global sport

• commercialisation can prioritise sports with bigger global audiences, creating inequalities