Globalizing sport : how organizations, corporations, media, and politics are changing sports

Sport is enjoyed by millions of people across the world, and both watching and playing sport constitutes a major part of modern leisure time. But sport is also a huge worldwide industry. In Globalizing Sport, George Sage invites readers to explore a deeper understanding of the global dynamics of sport - not only competitions but of the big businesses of money, media coverage, athletic apparel and more. He shows how phenomena such as migration, labour, commerce and politics affect the athletes and the fans, continually reshaping the business and experience of sport. Globalizing Sport puts sport in its political, economic and social context, revealing its connections with businesses, countries, media outlets and education systems.

Author Notes

George H. Sage is Professor Emeritus of Sociology and Kinesiology at the University of Northern Colorado. He has published more than fifty articles in the professional literature and authored, co-authored, or edited twenty books, counting multiple editions. He was inducted into the National Association for Sport and Physical Education Hall of Fame in 2006. He is the past president of the North American Society for the Sociology of Sport.

Reviews (1)

Choice Review

Sage (emer., sociology and kinesiology, Univ. of Northern Colorado) has done it again. His systematic research into "sport sociology" is legion; his work includes Power and Ideology in American Sport: A Critical Perspective (CH, Nov'90, 28-1607; 2nd ed., CH, Feb'99, 36-3388). With this book, he extends his mark by providing one of the few comprehensive treatments of globalization and sport. In seven well-researched chapters covering such topics as "global migration of sports labor," the "global sport industry," and "global politics and sport," Sage delves into the intricacies of sport as microcosm of the global society. He situates this new globalism in the way sport, like manufacturing and other facets of migration to new markets, has deliberately sought out new venues for athletics and athletes. Although he focuses on these new markets in Europe, North America, and the UK--a scope that may dismay some readers--he is balanced in looking at worldwide coverage of sport played worldwide. Summing Up; Highly recommended. Upper-division undergraduates, graduate students, professionals. E. Smith Wake Forest University

Preface	p. xiii
1 Global Sport: The Transformation from Local to National to Global	p. 1
"Global," "Globalization," "Sport": Clarifying the Core Concepts	p. 2
Is Globalization Something New?	p. 4
Sport: From Folk Pastimes to Sportification	p. 5
Is Sport Something New?	p. 6
Sportification	p. 7
Political Economic Forces Shaping Globalization	p. 8
Globalization from Above	p. 9
Globalization from Below	p. 11
Sport and Globalization from Above and Below	p. 13
Cultural Forces Shaping Globalization	p. 13
Homogenization (Americanization) Perspective	p. 15
Hybridization Perspective	p. 18
Polarization Perspective	p. 19
Homogenization, Hybridization, and Polarization Perspectives and Sport	p. 21
Forms of Globalization and Manifestations in Sport	p. 22
Segmentation of the Global Sport Industry	p. 23
Summary	p. 24
References	p. 25
2 Global Sport Organizations: Governing the World of Sport	p. 29
Governing Global Sport: Global Sport Organizations	p. 29
From International Sport Initiatives to Global Sport Organizations	p. 32
The Olympic Movement and Its Network	p. 34
International Olympic Committee	p. 34
Organizing Committee of the Olympic Games	p. 37
National Olympic Committees	p. 38
International Sport Federations	p. 39
Other Organizations Within the Olympic Movement Network	p. 39
Global Issues Confronting the Olympic Movement	p. 41
Females in the Olympics	p. 41
The Amateur Issue	p. 42
Inclusion of Athletes with Special Needs	p. 44
International Sport Federations: GSOs Within the IOC	p. 46
The Preeminent International Federation: Fédération Internationale de Football Association	p. 51
Global Sport Organizations and Solo Sports	p. 53
Association of Tennis Professionals	p. 54
Women's Tennis Association	p. 55
Multiple GSOs for a Sport: Professional Boxing	p. 55
Global Sporting Organizations and International Games	p. 57
Summary	p. 58
Notes	p. 60
References	p. 60
3 Global Migration of Sports Labor	p. 63
Human Migration: Past and Present	p. 64
The Migration of Sports Labor: Sports Workers Throughout the World	p. 66
Sports-Labor Migration Within Nations	p. 67
Sports-Labor Migration: Intra - and Intercontinental Migration	p. 68
Global Patterns of Migration Among Sports Labor in Selected Sports	p. 71
Sports-Labor Migration and Soccer	p. 71
Sports-Labor Migration and Basketball	p. 76
Sports-Labor Migration and Ice Hockey	p. 79
Sports-Labor Migration and Baseball	p. 81
Sports-Labor Migration and Intercollegiate Sports	p. 84
Sports-Labor Migration and the Olympic Games	p. 86
Related Features of Sports Migration	p. 89
Sports Migrants' Motivations	p. 89
Recruitment of Sports Labor	p. 91
Consequences of Sports-Labor Migration	p. 93
Summary	p. 94
Notes	p. 95
References	p. 95
4 The Global Sport Industry: Production and Promotion	p. 100
The Rise of Factory Manufacturing	p. 102
The Growth of Commercial Sports	p. 104
Manufacturing in the Global Economy	p. 106
Global Sporting Goods Manufacturing: From Humble Beginnings to Transnational Corporations	p. 108
Wilson Sporting Goods	p. 111
Adidas AG	p. 112
Reebok International	p. 113
Mizuno Corporation	p. 115
Nike, Inc.	p. 116
Sporting Goods Manufacturing in the Global Economy: The Case of Nike	p. 118
Nike's Asian Factories: Not a Pretty Sight	p. 119
Nike's Responses to Factory Reports and the Social Movement	p. 121
Nike's New Initiatives: A Commitment to Reform or a Public Relations Ploy?	p. 123
Beyond Sport Production to Sport Promotion	p. 126
Individual Athlete Endorsements	p. 126
Event and Team Sponsorships	p. 130
Summary	p. 133
Notes	p. 134
References	p. 134
5 Global Sport and Global Mass Media	p. 140
Mass Communication, Mass Media, and Media Sport	p. 140
Social Roles of the Mass Media	p. 141
Global Organizations and the Mass Media	p. 142
Conglomerate Media Ownership	p. 143
The Global Media Sport Complex	p. 147
Articulations Between the Mass Media and Sport	p. 149
Media Technology and Commercial Sport Evolve Together	p. 150
Overlapping Ownership of Media and Sport Organizations	p. 154
The Symbiosis Between Television and Sport	p. 157
Enhancing Sport Revenue via Television	p. 159
The Market for Broadcast Rights	p. 161
Transnational Corporate Sport Sponsorships	p. 164
Media as Public Relations Tool for Global Sport	p. 167
New Media and Global Sports	p. 168
The Internet	p. 168
Video Games	p. 170
Twitter, Facebook, MySpace, and YouTube	p. 170
Online Sport Gambling	p. 171
Media Sport and Deterritorialization of Fans	p. 175
Global Media Sport and Gender	p. 175
Summary	p. 178
Notes	p. 179
References	p. 180
6 Global Politics and Sport	p. 185
Political Intervention in Sports	p. 186
Sport and the Promotion of Political Ideology	p. 187
Advancing National Unity and Recognition Through Sport	p. 188
Sport As an Instrument of International Politics and Diplomacy	p. 189
Promoting Nazism: The 1936 Olympic Games	p. 190
Promoting Communism: The Soviet Sport System	p. 190
East Germany and the People's Republic of China: Adopting the Soviet Sport Model	p. 191
The United States: Joining Other Countries in Sport Politics	p. 192
New and Smaller Nations Adopt the Model	p. 194
Developing Countries and National Unification Through Sport	p. 195
The African Continent and African States	p. 196
National Embarrassments Through Sport	p. 199
Geopolitical Censorship in Sport: Nation-Led Boycotts	p. 199
Global Politics Within Sport	p. 200
The Politics of Gender Inequality in Global Sport	p. 200
The Politics of Racial Inequality in Global Sport	p. 204
Politics Within the IOC and FIFA	p. 209
IOC	p. 209
FIFA	p. 211
Political Dissent at Global Sports Events	p. 212
Summary	p. 214
Notes	p. 215
References	p. 215
7 Global Sport: Future Issues and Trends	p. 219
Global Population Trends and Sport	p. 220
World Population Growth	p. 221
Population Composition	p. 222
Increasing Global Urbanization	p. 224
The Future of Global Sport Organizations	p. 226
The Olympic Movement: The IOC, the Preeminent GSO	p. 228
Migration of Sport Labor in the Future	p. 238
Global Sport-Industry Production in the Future	p. 240
Future Labor Issues in Sporting Goods and Equipment	p. 241
Future Technology and Sporting Goods and Equipment	p. 242
The Future of Media Sports	p. 243
Television Coverage	p. 243
Television Technology and Sports Viewing	p. 244
Internet Technology and Sports Spectatorship	p. 245
Video Technology and Sports Video Games	p. 245
Sports Blogging	p. 246
Sport Politics and the Future	p. 247
Summary	p. 249
References	p. 250
Index	p. 253
About the Author	p. 270

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