Globalization and Sport

Understanding Globalization and Sport

• Globalization:
  • Definition: The process by which businesses or other organizations develop international influence or start operating on an international scale.
  • Examples: CocaCola, McDonald's, and the activities of TNCs (Transnational Corporations).

Neoliberalism

• Definition: A set of policies and ideologies that prioritize free markets, economic liberalization, and the reduction of government role in economic affairs.
• Key Points:
  • The market is viewed as the best solution for social issues.
  • Emphasis on individual responsibility, associating personal failure with lack of effort rather than systemic issues.
  • Corporations take on roles traditionally held by governments, yet governments are still reshaped to favor business interests.

Globalization in Sport

• Influences on Sport:
  • Growth of capitalism and neoliberal practices.
  • Western imperialism via organizations like the IMF and World Bank corresponding with transnational influences.
  • Advances in global communications through media conglomerates and the internet.
• Questions for Reflection:
  • Ownership of teams, origin of players, and production locations of merchandise.

Historical Context of Globalization

• Historical Examples:
  • 15th-18th Century: Spread of Catholicism.
  • Colonialism and its lasting impacts, including resource extraction.
  • Cold War: Economic liberalization and the rise of corporate powers post-1989.

Sport and Americanization

• Americanization:
  • Spread of American brands and values globally, portrayed through cultural exports like McDonald’s and ESPN.
  • Increasing visibility of American sports across different countries (e.g., American football's popularity in the UK).
• Cultural Imperialism:
  • The overarching influence of American culture internationally, leading to homogenized global cultural practices.

Resistance Movements to Globalization

• Emerging Social Movements:
  • Not strictly linked to economic interests but focused on societal value change (Feminism, anti-racism).
  • The notion of ‘anti-globalization’ is misleading; it's more a challenge to certain facets of neoliberal capitalism.

Case Studies in Resistance

• Nike Transnational Advocacy Network:
  • Collective movements aiming to address labor practices in production settings.
  • Main issues include low wages, forced overtime, and lack of labor rights.
• Tactics for Advocacy:
  • Public communication and protests (e.g., Nike International Mobilization Days).
  • Use of media and public campaigns to raise awareness about issues.

The Impact of Neoliberalism on Sport

• Role of Corporations:
  • Corporations are often perceived as solutions to social needs but primarily serve profit motives.
  • Changing responsibilities of government to favorable corporate interests, affecting how sports are funded and organized.

Creolization vs Cultural Imperialism

• Creolization:
  • The process where global influences are adapted locally (e.g., Trobriand cricket as a reinterpretation of colonial cricket).
  • How cultural interactions shape unique local forms of expression.

The Globalization of Resistance

• Essential to understand the interconnectedness of activism against corporate globalization.
• Active networks form without hierarchical structures, indicating a more decentralized model of resistance against neoliberal capitalism.

Conclusion

• The discourse around globalization and sport illustrates the balance between corporate interests and grassroots activism, reflecting broader societal values and the power dynamics at play in global politics and economics.