Role of Sports in Globalization in Present Scenario – A Study: Exploring the Global Reach of Sports and its Impact on Consumer Culture

Abstract

The global diffusion of modern sport that gathered momentum in the course of the twentieth century involved a number of networked elements, including transnational communications media and commercial corporations for which sport, especially through the iconic figure of the transnational celebrity sport star, constitutes a universally appealing globally networked cultural form. Association with sport events and sporting figures through global broadcasting, sponsorship and endorsement arrangements offers commercial corporations unique access to global consumer culture.