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GLOBALISATION, COMMERCIALISATION & AMERICANISATION

GLOBALISATION, COMMERCIALISATION & AMERICANISATION. 22/10/12. LEARNING OBJECTIVES. KNOW THE MEANING OF THE TERMS “GLOBALISATION”,“COMMERCIALISATION” & AMERICANISATION” UNDERSTAND HOW SPORT QUICKLY BECAME A BUSINESS BE ABLE TO EXPLAIN THE IMPACT OF THE MEDIA ON WORLD SPORT. Task.

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GLOBALISATION, COMMERCIALISATION & AMERICANISATION

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  1. GLOBALISATION, COMMERCIALISATION & AMERICANISATION 22/10/12

  2. LEARNING OBJECTIVES • KNOW THE MEANING OF THE TERMS “GLOBALISATION”,“COMMERCIALISATION” & AMERICANISATION” • UNDERSTAND HOW SPORT QUICKLY BECAME A BUSINESS • BE ABLE TO EXPLAIN THE IMPACT OF THE MEDIA ON WORLD SPORT

  3. Task • Who is responsible for the revival of the Modern Olympics? • How did sport spread from England to the rest of the world? Give 3 examples • Answer: Pierre De Coubetin • Answer: British Empire, eg. Army, Expats, Ports, Teachers abroad etc

  4. The Development of Competitive Sport 21st Century Sport The Globalisation of Sport • Refers to the spread of sport across national and cultural borders. • Almost two distinct phases of the globalisation of sport occurred during the; • Nineteenth and • twentieth Centuries

  5. The Development of Competitive Sport 21st Century Sport The Globalisation of Sport Nineteenth and early twentieth Century Globalisation • Sport was spread by traders and commerce, setting up clubs in ports etc. • The army encouraged sport to improve moral and for the training of the soldiers and so took the sports across the world. • Sport was spread via the education system with many British teachers teaching abroad. • The church also used sport as a means of social control and education both at home and with their missionaries. • Ex pats / emigrants formed clubs abroad. • Diplomats took sports with them to their countries of work. • Foreign students attending university in England and then returning home.

  6. The Development of Competitive Sport 21st Century Sport The Globalisation of Sport Late Twentieth Century Globalisation • Invention and spread of televisions • Consequent growth in popularity of the • Olympics • FIFA World Cup • Rugby & Cricket World Cup’s • Tennis Grand Slams • Use of sport as a nation building tool / importance on international success. • Use of sport as a substitute for conflict – the cold war and USA vs Soviet Union • Increased commercialisation & Americanisation of sport

  7. Task: Host Nation • Why do you think countries “bid” to become the host nation of global sporting events? • Give 3 reasons • What negatives might there be? List 3 • Answer: National Pride, Profit (tourism, broadcasting rights, sponsorship), Home advantage for athletes • Answer: Security, Failure, Cost

  8. The Development of Competitive Sport 21st Century Sport Americanisation of Sport American society is largely based on the following; • Free Enterprise - capitalism • Meritocracy – American dream, - You CAN achieve. • Need to win – win at all costs. • Big, Bigger, Best.

  9. The Development of Competitive Sport 21st Century Sport Americanisation of Sport Where Sport is seen as a Commodity and the market assumes control. The sale of TV rights becomes a major source of funding for sports and the teams, exceeding the revenue from paying spectators

  10. Commercialisation • The rise of sport as a business • As the popularity of sport increases, so does the opportunity to make a profit from it • As global events have arisen, due to improved travel (by air) and improved broadcasting (digital TV) • With such big audiences, companies pay huge sums of money to advertise in these “shop windows” • Media corporations pay millions to secure the rights to air such events

  11. Task • How much do you think the broadcasting rights for the English Premiership sell for? • Answer: £3 billion domestically • This is the worlds richest sports competition

  12. Examples of Audiences • 2012 Olympic games: Opening ceremony = 23.02million viewers, closing ceremony = 23.2 million viewers (UK figures) • Men’s 100m final: 2 billion worldwide…… • …… but none in America – they chose not to show it live. • They showed it delayed during peak viewing hours

  13. Case Study: The “Hamburger” Olympics • LA 1984 • US government withdrew funding due to previous problems (Montreal went bankrupt in 1976) • Peter Uberroth needed to find a way of paying for the games • 2 solutions – 1 company were offered broadcasting rights • Leased the rings logo to sponsors who could sell “official” merchandise • This was the first Olympics in history to record a profit • “Hamburger” nickname was due to the sponsorship provided by McDonalds

  14. Task: To be completed for homework • Choose a global sports event, eg. The FIFA World Cup • Do some research to find out how much money is paid for various aspects, such as TV rights, sponsorship, official merchandise etc • Choose a global sports star, eg. Usain Bolt • Find out how much money they make from sponsorship and other deals

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