Effects of Sports Globalization
Develop understanding of globalization, motives firms engage in international business and
political, legal, social-cultural, economic, and technological environments on international
business
1,2
2 Analyze globalization drivers, foreign exchange market, exchange rate risks and their
implications on multinational enterprises’ business operations
4
3 Evaluate trade theories and barriers, balance of Payments, modes of market entry, motives
for regional economic integration, and international business ethical issues
3 x
4 Employ frameworks, tools, qualitative and quantitative methods to analyze opportunities
and threats facing multinational enterprises’ global operations strategies and foreign direct
investment
5
5 Performindividual/group research project on current and emerging environmental factors
influencing international business operations and in turn their role in economic development
and growth of regions, e.g., Africa/Middle East economies.
Solution
Explain how the globalization of sports is affecting businesses
In recent years, sports have become major factors in improving the economic values of
countries ranging from promoting sporting events, selling sporting merchandise, promoting
sports tourism and also creating jobs for the locals. Job creation has improved the living
standards of some countries boosting economic value. Companies that offer satellite services
have also increased their revenue as demand for sports has grown across the world. Millions of
dollars are used by satellite companies to buy image rights for some global competitions with the
aim of attracting fans across the world to subscribe for their services thus boosting their business.
Sporting leagues and teams have used their names as legitimate brands whose rights are
approved for business purposes. Sports marketing have also been used as a way of legitimizing
business operations through fan experience. For example, during the 2010 World Cup in South
Africa which was the most viewed World Cup event, Coca-Cola allowed millions of fans across
the world to share images and videos concerning the event on their Facebook page (Pardini,
2008).
Affiliate companies like the Coca-Cola Company have promoted sports both locally and
internationally and have also been used as official sponsors of the FIFA World Cup for years.
This has been used as a way of advertising the products and services offered by the Coca-Cola
Company and thus many people buy their products across the world. Other than promoting
sporting competitions, companies and organizations that promote sports are also promoting
athletes and other sportsmen. For example, Michael Phelps’s who is a known international
swimming athlete has been sponsored by several companies and organizations like, Under
EFFECTS OF SPORTS DEVELOPMENT 3
Armour, Visa, Hp, Procter and Gamble, Subway and Hilton. These companies have used
Michael’s image rights to advertise their products and attract more customers to buying their
products.
2. What are the disadvantages of globalizing sports?
Globalization is characterized by world capitalism and the sharing of different cultures
across the world. Sports globalization has affected the cultures across the world as individuals
and countries lose their culture trying to imitate the culture of the developed countries and thus
losing their heritage. Modification of traditions is easily affected by how people interact with
how they perceive different things, for example, traveling to other countries for sports luxury as
a fan makes some people adapt to the cultures of those countries and when they return to their
homelands, they take time adapting their original cultures. Some positive effects of sports
globalization have also given birth to the negative effects of sports globalization. For instance, a
lot of money is spent on paying the salaries of most of the European athletes whereas this money
can be used to support, promote and develop sports in less fortunate communities (Thibault,
2009).
According to Karademir (2013), Sports development has increased the rate at which
people support sporting events from other countries and forget that their countries also have
sporting leagues and teams that they can support and help them grow and develop to be of
international standards. For example, the European top leagues like La Liga, Premier League,
Serie A have attracted many fans across the world, however, these fans have neglected their duty
to support football competitions in their countries. Sports globalization has resulted in different
forms of identity discrimination in some international sporting events. Racism has been a huge
EFFECTS OF SPORTS DEVELOPMENT 4
effect in some countries which do not appreciate the black culture, and also some white cultures.
Foreign players and sportsmen have been discriminated against the color of their skin and they
feel ashamed because some of the countries feel more superior.
EFFECTS OF SPORTS DEVELOPMENT 5
References
Karademir, T. (2013). The effects of globalization on sports education institutions. International
Journal of Academic Research, 5(2).
https://www.researchgate.net/profile/Tamer_Karademir/publication/271214440_THE_EFFECTS
_OF_GLOBALISATION_ON_SPORTS_EDUCATION_INSTITUTIONS/links/54c299
530cf256ed5a8eecaf/THE-EFFECTS-OF-GLOBALISATION-ON-SPORTS-
EDUCATION-INSTITUTIONS.pdf
Pardini, N. (2008, May 28). Globalization and sports: An overview (Part I). Bleacher
Report. https://bleacherreport.com/articles/25902-globalization-and-sports-an-overview-
part-i
Thibault, L. (2009). Globalization of Sport: An Inconvenient Truth1. Sport Knowhow
XL. https://www.sportknowhowxl.nl/files/artikelLucieThibault.pdf
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