Sports is a cultural phenomenon in any given country. Walking the streets of Sydney, it is near impossible that someone goes
unnoticed wearing an NBA snapback or jersey. This is a minor example that amplifies how globalisation has been a catalyst for the rapid spread of sports across the world.
Michael O’Shaughnessy defines globalisation as an “international community influenced by technological development and economic, political and military interests. It is characterised by a worldwide increase in interdependence, interactivity, interconnectedness, and the virtually instantaneous exchange of information”. Ultimately it is globalisation that joins countries together, and shapes the culture we live in. Globalisation is successful when there is an established ‘cultural flow‘, this is demonstrated through five dimensions: Ethnoscapes, Mediascapes, Ideoscapes, Technoscapes and Financescapes. Each dimension represent a component of the world and the way we function, although to note that neither of these scapes are free from the politics of global culture.
The culture of sports transcends around the world, each game different from the other. The popularity of games like basketball, soccer, cricket and football have rapidly grown; as globalisation has spread its forms of communication, it has spread the popularity of sports and how countries have adapted. For instance the world wide love of soccer, the phenomenon of Fifa, World Cup and EPL – globalisation and the rapid growth of technology have broadened consumer access. While traditionally attending the popular home games, individuals around the world are now able to access live streams of games, participate in virtual games on Xbox as well as PS4 and various fantasy leagues.
In the journal article ‘Sports and Globalisation‘ it reads “modern sport is bound up in a global network of interdependency chains that are marked by global flows and uneven power relations”. From this we examine the cultural diversity amongst each EPL team, the brands and equipment they wear, media publication and world wide access. These are some of the flows and scapes that have enabled global success for not only soccer but also sports around the world.
When we examine the success of sports and its global phenomenon, it is notable that media is one of the largest influences on the expansion of sports. Media has influenced the varied perceptions of each sport and significant teams, allowed world-wide access and can be described as a point of connect for countries. For example the Olympic Games, media publicise the event and bring together the world and their supports to one event. It is home expression of each countries individual ideologies and characteristics, it highlights how one sports origins have sparked in a variety of other countries around the world. This can be understood in light of Castells theory “we are not living in a global village, but in customised cottages globally produced and locally distributed”.
The globalisation of sports has resulted in a cultural phenomenon shared around the world. While the world progress through war, poverty and oppression, we realise that the impact of globalisation helps strengthen and bring a sense of inter connectedness around the world.