21 ST Century Sport

1. 21ST Century Sport Globalisation and Americanisation

2. 21st Century Sport • As technology improved so did the access and availability of sport. • Travel by air meant increased possibilities for international competition • Television, satellite channels and internet expanded the broadcasting of sporting events as well as attracting sponsors • Players become super stars

3. Globalisation • Different sports are played the world over. • Many that were developed in the UK have spread to other countries or have been developed to better suit the environment. • Sporting events can now be used to make a political point or highlight a problem in a certain country.

4. Globalisation • It is the process of the increasing interdependency of societies on a worldwide scale. • Mass media images from a worldwide arena are transmitted into peoples homes • There is a danger of different cultures losing their identities and pastimes as the values of Western sport become increasingly dominant

5. Examples of Globalisation • Foreign players in home teams • Sport organisations expanding like businesses into as many countries as possible • Use of well known athletes to promote products • The Olympics – the IOC has gradually incorporated NOC from nearly 200 different countries, making it the most lucrative and successful sports event in history

6. Americanisation • The perceived domination of sport on a global scale by American culture and values • Influenced by mass media and commercialisation • In the USA every team from professional down to high school football teams are run as a business • As a result sport in the USA is extremely elitist and there are no amateur clubs • Sports played are high scoring and action packed but despite extensive backing have never really developed elsewhere

7. Americanisation • Private funding of sport has lead to a win at all costs attitude • The media also influences how the game is played e.g American football is ‘stop/go’ so that companies can screen advertisements every five minutes • This attitude has evolved to other countries where the media now influence the game and commercialisation is important.