Is globalization performative or a sustainable business model? |
There is a reason the Olympics are one of the most celebrated events in human history. It is the world’s largest peacetime event, bridging the gap between nations. It is a rare phenomenon where the world embraces the exceptional, regardless of nationality or background. The sports industry is one of the few that has fully embraced globalization as a business practice, and the effort is evident in other athletic disciplines and organizations beyond the Olympics.
The globalization of sports refers to the widespread dissemination of athletics worldwide. Every discipline has an equal opportunity to become a cultural phenomenon anywhere in the world. This is achieved by introducing educational and training programs to other nations or by establishing broadcasting networks to feature more diverse competitions. While it may seem performative and corporately motivated to some, the intention represents sustainable scalability and value-driven business practices.
Sports globalization has been proven to transform individual athletes, teams, leagues and disciplines into something culturally transcendent. Fan and industry engagement rise, especially as home nations see their favorite teams venture beyond borders to share their talent and passion for their chosen sport. This expands fan bases and media rights simultaneously, allowing organizations to reach new demographics.
The strategy works, as evidenced by the NFL’s efforts. Its International Series has dedicated itself to making American football more enticing across oceans. The campaign stretched from Brazil to London,