CHAPTER 8: INTERNATIONAL SPORTGlobalization of Modern SportTraditions began with Greek civilization.Sport expanded with British EmpireWhat country has had the most influence on modern sports? Great Britain – they colonized places all over the world, sports was apart of themNationalism emerged.Pride, nations competing against each other.Western culture brings modern advances.Dominance is shifting toward developed countries in certain sports (e.g., cricket in India, Olympics in Beijing).Issues of GlobalizationLess nationalistic displays and more commercial displays.Some corporations have larger economies than some countries.International sports are used as a means to promote the interests of corporate capitalism.Global Consumption of SportThe shoe wars, from Adidas to Reebok, and domination by NikeAdidas had the biggest share in athletic shoes at firstIncrease in casual dress boost of sport apparel industryUse of labor from developing countries by companies like NikeNike has gotten the most negative publicity from when they went into developing countries where labor is cheap to produce their productsSponsorship of countries and teamsTelevision corporate sponsorsSporting Goods and GlobalizationFree Trade Agreements (GATT & NAFTA)NAFTA—North American Free Trade AgreementGATT—General Agreement on Tariffs and TradeCorporations are taxed at much lower rate when they move products from country to country.It is cost-effective to sell large amounts of goods in wealthy countries and locate production facilities in labor-intensive poor nations.ExamplesDuring the 1990’s, athletic shoes in the U.S. that cost well over $100 per pair were being produced by workers making less than 25 cents per hour and other similar small amounts in some Asian countries.Primary culprit was Nike.Nike Social Movement Objectives1. Subsistence wage.Livable wage—decent shelter, decent food, basic needs.2. Safe working conditions.3. Freedom to organize.4. Respect for the human rights of Nike workers.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? Huge market, a lot of money to be madePopularity of Sport WorldwideSoccer: Most-watched sport event in world is World Cup (2010 U.S. viewing up 50%-- Men’s World Cup)Basketball: In 2008-2009, 77 NBA players were from 32 countries.Baseball: In MLB, 29% of the players are international.Ten Most Popular Sports in the World (People playing and watching)1. Soccer2. Cricket3. Field hockey4. Tennis5. Volleyball (American)6. Table tennis7. Basketball (American)8. Baseball (American)9. Rugby10. GolfDiscussion: American football is not even in the top 10 most popular sports in the world. Can you explain its low spot? It takes a lot of equipment and money to play, and needs a lot of space and people.American Influence on World SportAmerican 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.Doug AllisonHead soccer coach at Furman, former international USC soccer player. He came here because he thought it was close to Disney World.United States offers financial and cultural attraction for international athletesThe Olympic GamesIncrease 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 SportSatellite 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.NBA now has offices in China. More NFL games in Great Britain. MLB games in Japan and Australia.Nationalism Versus EconomicsHistorically, international competition driven by national prideShift toward economic modelCorporate sponsors of countries, teams, events2004 U.S. Olympic team sponsored by Roots, a Canadian clothing company – Nationalism fading.Large income from TV network sponsorshipDiscussion: 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? Designed to bring understanding among countries and other cultures.International Travel in SportAthletes and coaches often travel, work, and play internationally.Coaches are often hired in other countries to develop a sport.David BlattAmerican coach of the Cavaliers. Coached basketball internationally.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?Issues for AthletesPersonal adjustment of migrating athletes.1 guy played NBA for two years then went to Spain. Went from having charter jets after games to traveling by buses in Spain. They practice twice a day in Spain and in the morning of games. Had to do his own laundry. Not a lot of money so had to conserve energy in the facilities. None of the coaches spoke English and he didn’t speak Spanish. There is no requirement that someone on the coaching staff speak the same language as you.Rights of athletes as workers in various nations.Guaranteed Contract—you may sign it and in theory think you are covered but in reality not so much. In Israel, safety was a big concern—most apartments have bomb shelters. In Greece, health care was a concern—National health care but not up to the standards we are used to. When they would get paid, there would be situations—player given $20K in cash. Sometimes money got stolen. Ukraine had your own driver for international players.Impact of talent migration on the nations from and to which athletes migrate.Impact of athlete migration on patterns of personal, cultural, and national identity formation.Using Sport for International UnderstandingAthletes of all ages have international competition