GLOBALIZATION AND SPORTS INDUSTRY

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ABSTRACT

Especially in recent years, sport has become an essential element for maintaining a better, healthier and more

balanced human life. Today it is generally accepted that sport, along with cultural activities, psychologically prepares

a person for everyday life. As a global phenomenon, sports become popular depending on the socio-economic

conditions of a society. The consumer phenomenon that has accelerated the spread of globalization includes sports.

This study first examines the issue of globalization and the sports industry and evaluates the impact of globalization

on the sports industry under the heading of technological, ideological and economic factors. As is often emphasized

in the media and other means, new sports materials make it possible to break new records using technology. This

process is accelerating today, expanding the sports industry and increasing commercial income in this area.

Ideologically, a bipolar world is described as a world based on competition between two camps in which culture, art,

sports, literature and, of course, technology, the army and politics have become established. In fact, sport played an

important role in testing the strength and competition between the two poles in a non-military setting, since sporting

competition meant non-lethal warfare. The economic consequences of globalization are also evident in the field of

sports. Astronomical transfer fees for athletes, emergence of global world clubs, billions after sports organizations,

advertising and sponsorship, investment in organizations and facilities due to their contribution to the promotion of

the country, spectators, accommodation, live broadcasting, advertising, publicity, food industry, souvenirs,

entertainment World Cup Football is one of the organizations that are looked after by multinational companies and

hope to achieve great things through their drinks, clothing, etc.

Research Article

GLOBALIZATION AND SPORTS INDUSTRY

Submission Date:

November 18, 2023,

Accepted Date:

November 23, 2023,

Published Date:

November 28, 2023

Crossref doi:

https://doi.org/10.37547/ajsshr/Volume03Issue11-18

Azamat Orunbayev

Asia International University Physical Culture Chair Manager, Uzbekistan

Journal

Website:

https://theusajournals.
com/index.php/ajsshr

Copyright:

Original

content from this work
may be used under the
terms of the creative
commons

attributes

4.0 licence.

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Publisher:

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KEYWORDS

Globalization, sport, sports industry, sociology, advertising, live broadcasting.

INTRODUCTION

Although sociology has studied sport as a social

phenomenon for the past 60 years, archaeological

finds and written documents show that sport has been

an important activity since the earliest societies. In

Crete, wall paintings depicting young men and women

jumping over bulls are a form of entertainment; The

Aztecs' celebration of sunrise and moonrise by playing

football in the Mexican landscape indicates the

sacredness of the sport. It is noted that although sport

has historically been viewed as an element of

entertainment, it has primarily been used as a means of

protection. Instances where the loser may be

beheaded reflect the association of sport with violence

and the cultural content of violence.

Especially in recent years, sport has become an

essential element for maintaining a better, healthier

and more balanced human life. Today it is generally

accepted that sport, along with cultural activities,

psychologically prepares a person for everyday life.

The consumer phenomenon that has accelerated the

spread of globalization includes sports. Sports that we

had not even heard of a few years ago, and the number

of people interested in these sports as spectators or

participants is growing rapidly.

Apart

from

globalization,

the

process

of

professionalization; He transformed sports from a

game into an economically viable industry. As a result,

the values of the capitalist system prevailed in sports ,

and the culture of victory and the desire for success

prevailed over the values of sports. In particular,

football, in addition to being a game, serves as a

“miniature” model of social life, and through it certain

roles and values are transmitted into social life.

Sport is a system of symbols used to create dominant

ideologies and ensure social cohesion as an area that

has its place in public life and contributes to the

production and dissemination of culture. The process

of globalization, on the one hand, prepares the ground

for these ideological changes, and on the other hand,

represents a very important part of the world

economy, providing employment necessary for the

production, sale and consumption of sports products

and services.

This study first examines the issues of globalization and

the sports industry and evaluates the impact of

globalization on the sports industry under the heading

of technological, ideological and economic factors.

Finally, in addition to globalization, it is pointed out

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that this difference is appropriate to make objectively

in order to evaluate sport in its activities, focusing on

the perception of sport beyond the basic values within

the framework of the presented values. capitalism.

Globalization; Economically, the world has become a

large market, information and communication

technologies, mass culture and similar changes affect

all aspects of life. It is argued that the negative effects

of globalization mainly affect underdeveloped nation

states, and this issue is still debated.

The phenomenon of globalization arose as a

continuation of continuous social changes. Changes

within this phenomenon can be said to be the result of

social, economic, technological and political changes

resulting from processes such as capitalism,

industrialization and modernization. The view that

globalization is as old as human history is one of the

main theses put forward regarding the beginning of

globalization. The generally accepted and more

realistic view of this issue is; The 16th century marked

the beginning of globalization, when cross-border

mutual economic relations began to be observed for

the first time. It's an age-old approach. Because in this

century, due to geographical discoveries and

increasingly institutionalized colonialism, economic

activities were delocalized and relationships and

interactions between countries and cultures became

increasingly intense. While the colonial empires of

Spain, Portugal, France, England and the Netherlands

that dominated this period allowed the free movement

of goods, capital, labor and ideas, many Western

companies went global through colonial policies. The

Gold Standard system, in use from the second half of

the 19th century (1870) until the Great Depression of

1929, represents the first stage of globalization.

Accepted as a universal means of payment and

equalization in foreign trade, gold became a

mechanism

providing

communication

between

financial markets. From this point of view, the main

factors leading to globalization are the following:

•

The reduction of communication speeds to

microseconds and the convergence of the

international financial system with arbitrage

operations

resulting

from

these

communication capabilities.

•

The interaction of countries and societies is

determined by communication.

•

Increasing the level of information obtained as

a result of communication to the level of

providing complete information.

•

Technological developments

•

Free market order accepted around the world,

economic liberalism in developing countries

and growth of world trade

•

Reduction of customs duties, quantitative

restrictions, technical, physical and invisible

barriers, institutionalization of foreign trade as

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a result of regulation carried out by

supranational institutions.

Especially after the 1980s, with the collapse of the

Union of Soviet Socialist Republics (USSR),

globalization

raised

great

hopes

among

underdeveloped countries with the idea of opening up

a route to foreign markets, finding investment and

productive resources, increasing employment and

prosperity. . The most important factor here is that

developed countries, which know no boundaries in

mass and diversified production due to their advanced

technologies, have also brought about changes in the

consumer culture of underdeveloped and developing

countries. After all, with globalization, institutions,

states, policies, ideologies, modes of production and

even lifestyles have changed.

Definition of sport

Sport is essentially something that people do for

health, pleasure and relaxation. Sports literally means;

Play means fun, amusement, relaxation, amusement

and a distraction from regular work. The word “sport”

is a Latin word, although it was introduced to the world

through the English language. The Latin word

"desportare" migrated to the French "desport", and

from there to the English "sport". In other words, this

means working on increasing div strength, physical

training, training and gymnastics. Actually a sport;

Although it has been used to satisfy basic needs

throughout human existence, today it is seen as a

means of social participation and health, work or

entertainment.

In the historical process, the origin and development of

sport begins with the struggle of man with nature. The

first sports in history were based on defense and

offense, whether played with or without vehicles. The

most notable example is archery, which was developed

by hunter-gatherers about fifty thousand years ago

and was considered an important skill in Mesolithic

societies, BC. e. In Egypt, a product of bronze

technology around 3000 BC. and one of the first two

countries in history, the achievements of princes and

nobles in target shooting became the object of

competitions in which marksmanship was carefully and

scrupulously recorded.

With the introduction of sport into human life in this

way, physical education and sports training, various

practices of using physical activity in everyday life and

health improvement, began to be observed in schools.

Investments in sports, especially those that began in

America, began to extend beyond education, and

countries made various attempts to create sports

policies. The beginning of the modern Olympic Games

allowed the sport to spread to the general public and

shape the philosophy. The sporting phenomenon

gradually grew and became a network in terms of

service, production and organization.

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Sport, perceived as an alternative to leisure, spread to

the general public in parallel with the development of

technology, and people and organizations in the field

changed over time, clubs became businesses , fans

became spectators. to consumers. Since the early

1990s, the corporatization and public offering of

professional sports clubs, exorbitant ticket prices and

broadcast rights have changed the shape of the sports

industry, and other industries have come to view it as a

profitable industry.

Definition of the sports industry

Today, sport is seen as an important service sector with

qualities that protect and promote personal and social

health. In addition, today the media, and especially the

influence of the media, have become a profitable tool

for advertising and promotion, and sports have

become a consumer sphere as a show-entertainment

activity that attracts a lot of public attention. on the

other hand, it has become an attractive economic

activity for entrepreneurs with high financial mobility.

Sport, with its scale of service production, as well as its

production and consumption sectors of goods, is a

subject of study in the sciences of business and sports

management.

With the emergence of sport management as a

discipline in the 1960s, the sport has developed

significantly. Today, sports are considered a “business”

like no other industry and everyone wants to be a part

of it. It is not enough to look at the marketing,

sponsorship and financial aspects of this business, all

aspects must be considered in conjunction with an

assessment of the industry as a whole.

Sports industry as a concept

Sport, which allows for the formation and unification

of large consumer groups, has also been used as a

marketing tool and has gained commercial proportions

due to the influence of a rapidly growing consumer

society. The sports industry is the production and

supply of sports products for consumers or sports

organizations, or as part of an existing sports

organization.

The areas of activity that make up or are related to the

sports industry can be discussed from different points

of view. The sporting goods sector, the construction

sector, the tourism sector, the souvenir sector

consisting of logos, franchising, postcards, the food

sector,

advertising,

entertainment

and

the

promotional sector are service industries that include a

number of sports-related professions. Sports industry;

This is the name of a marketplace that offers its

consumers goods, services, people, places and ideas

for sports, fitness, recreation, recreation and related

goods, services, people, places and ideas. Sports

industry products; It is defined as sports, recreation,

fitness or leisure activities and related products and

services.

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It can be seen that today the sports industry has

reached a very serious level due to the increase in the

number and types of sporting events, the speed of

viewing sports organizations in stadiums and on

television, and the increase in the number of people

reading sports news in newspapers. and magazines, as

well as the frequent use of sports grounds to promote

other products.

This sport is ranked 22nd in the world. Once again,

sport ranks first among all industries in terms of total

turnover, ahead of the automobile industry. In the

United States alone, 5.5 million non-athletes play

sports. The most watched programs on television in

the world are sports programs. Firstly, in 2003, Formula

1 was watched by 5 billion people. The World

Championship is in second place. Sport is an integral

part of human life and has physical education, health,

health and preventive functions.

Features of the sports industry

Various approaches to the analysis of the economic

foundations of sports activities are generally accepted

and discussed in the literature. These approaches are

based on microeconomics, macroeconomics or

interdisciplinary frameworks. When sporting activities

are viewed as a sub-market of the leisure sector, the

problem of how sport is presented to society as a

collective good or service arises. In this case, since the

participants in sports activities are important,

government intervention or regulation (in other

words, macro policies) is inevitable to improve

efficiency and fairness in the sports market. On the

other hand, when sport is viewed as a commercial

activity, the behavior of companies producing sporting

goods or services (i.e. clubs) and consumers of these

goods or services (i.e. spectators) is analyzed. This

approach uses traditional methods and principles of

microeconomics (or business economics). Finally, the

sports market is also viewed from the perspective of

the sub-sector of sports equipment (sports apparel,

sports shoes and sports equipment) used in

commercial or public sporting events. With this

approach, traditional industry analysis comes to the

fore.

It can be said that the sports sector consists of two

important sub-sectors. These are the subsectors of

sports equipment and sports services. The sports

equipment sub-sector is the sector that produces

sports equipment and equipment such as sportswear,

sports shoes and sports equipment used in sports

activities. The sports equipment industry has become a

rapidly growing multinational industry. Thanks to this

feature, this field of activity has become an important

component of the local, regional and national

economy. The sports services subsector includes two

types of activities. As alternative leisure activities, the

most important services provided by this sector are

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activities such as watching and participating in sporting

events.

Professional sports and some sporting goods

manufacturers in the sports industry may advertise

their activities widely through the media. This is

because sports organizations can offer products that

are attractive to consumers.

The role of globalization in the sports industry

Technological Factors In today's environment, the role

and power of technology has reached an undeniable

level. It is known how effectively many television

channels operate in this area, even organizations

acting only as a sports channel, from the point of view

of influencing the opinion of the sports community. For

example, he argues that sportswriters don't read

enough and that they publish to save the day and focus

rather than for self-improvement.

We must not forget the importance of print media and

the Internet, as well as television channels in the field

of technological development. Despite the negative

consequences listed above, these products have many

benefits when used correctly. One can obtain

information through the Internet and other channels,

improve in this area and do the necessary work to

ensure this development. People working in this field

may need to actively use technology to have instant

access to accurate information. In addition to the most

popular sports (football, basketball, etc.), there are

also sports networks that few people know about and

play. With the variety of television channels and web

addresses available today, these affiliates are also

increasing the demand for new viewers and

professionals.

Television is not just news and image channels, it is

channels that make a significant contribution to the

income of sports clubs. The fact that television

channels broadcast news about sporting events

around the world makes it possible for sports to

transform from regional to universal, and for various

athletes to become popular and in demand. At the

same time, television advertising of athletes and clubs,

an increase and continuation of material and moral

support from fans, and attraction of new fans have a

positive effect on the income of clubs. Social and

cultural aspects of technological globalization; It can

be described as the association of tastes, colors,

clothing, customs and beliefs with identity, perhaps in

an unnamed way. Technological changes also play an

important role in improving the ergonomics of sports

surfaces and the materials used. As is often

emphasized in the media and other means, new sports

materials make it possible to break new records using

technology. This process is accelerating today,

expanding the sports industry and increasing

commercial income in this area.

The new economic structure brought with it new forms

of communication and culture. At the same time, social

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communication is used to create homogeneous

masses in society under the influence of technological

progress. The globalization of global media, both in

form and content, is driven by corporate interests that

serve to expand the global market. Since the global

market

determines

the

role

and

form

of

communication in this process, all communication

processes are consumption-oriented in accordance

with the profit-oriented interests of the company.

Using the means of communication through

technological development, the masses become

consumers of this cultural industry and are

ideologically integrated into the system.

Ideological factors Sports, especially football, are

commercial activities (money laundering and other

mafia activities mentioned here) dominated by

international business capital, where star players are

recruited. Under the capitalist system, football ceased

to be the common property of the people and became

part of administrative activities. Football serves

economic and ideological functions, creating class and

gender divisions in society. Another of these

ideological challenges is hostile and racist actions,

which can be fueled by football in particular. Watching

football is also a way for many companies to attract

large audiences for advertising, and football clubs and

television companies make a lot of money from

football broadcasts. Before the invention of television,

which was the preserve of newspapers and radio and

had little commercial value, professional football

moved from the stadium into homes, cafes, pubs and

many other forms of entertainment. During this time,

football became a commercial sphere, generating

billions of dollars in revenue through the transfer of

star players and payments from spectators for related

products. It is also true that all professional sports

develop toys, clothing, food, drinks and entertainment

that are not related to sports.

The pleasure economy, created by turning the

pleasure-producing structure of games (sports) into a

part of the consumer economy, turns society's free

time into a space of consumption. By integrating the

process of consumption into the process of

production, man includes a continuous economic

structure that includes production and consumption.

All activities that occur outside of work, i.e., during free

time, activate and renew people's participation in the

production process and increase their resistance to the

production process. Sport promises to liberate the

div degraded by economic causes and to reclaim the

div deprived of its functions by industrial society. In

this sense, all games and entertainment, including

sports, change along with the processes of economic

transformation, begin to acquire an industrial form and

play a role in the reproduction of public consciousness,

and the socially significant “ideological game” plays a

role in facilitating public acceptance of the new

economic policy.

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Microracism approaches developed in the context of

football teams and fans are related to macroracism

related to the social sphere. The fact that fans put aside

everything that is foreign to them makes it easier to

manage a socially fragmented whole. Beginning with

the processes of everyday life, the discursive and

enactment of violence through football becomes an

integral part of social life.

The rivalry between the Western world, led by the

United States, and the Eastern world, led by the Soviet

Union, was a decisive factor in many global power

relations from 1945 until its collapse between 1989 and

1991. The bipolar world is described as a world based

on competition between two camps, in which culture,

art, sports, literature and, of course, technology, the

military and politics are established. In fact, sport

played an important role in testing the strength and

competition between the two poles in a non-military

setting, since sporting competition meant non-lethal

warfare. The success of the two poles in international

Olympics and arenas was actually perceived as the

success of their systems, technologies and fans, and at

this time sporting events were held with special

incentives from states. Athletic achievements were

linked to the success of systems, and sports were seen

as an effective means of promoting regimes and

countries.

The term "politicization of sport" refers to the use of

sport by nation states as a means of international

competition, display of power, social cohesion and

solidarity. The roots of sport becoming a political

weapon go back to the 19th century. At the turn of the

century, German gymnastics was considered part of

public education aimed at instilling discipline and

heroism; His main goal is to prevent Napoleon's

expansion into Europe. The goal of the Sociology of

Sport in East Germany was to create a socialist identity

through sport, supporting and spreading communist

ideology; It is the availability of data, particularly

relating to elite sport, that has improved its planning

and implementation. This situation is specifically

mentioned in the Spartakiad Oath. The 1936 Berlin

Olympics are considered the most spectacular

organization of all the games and were considered

useful in explaining Nazi philosophy to the world. The

Nazis claimed that the German race, which they called

the Nordic Superity, was superior to them. At these

Olympics, although Hitler accepted the champions of

the first day, he exposed the true face of racism by not

accepting Jesse Owens, the black man who came first

in the 100m final. 22 African countries and their

organizing committee boycotted the 1976 Olympic

Games in Montreal (Canada) because Taiwan

(Nationalist China) was not recognized by the Republic

of China. 65 countries decided to boycott the 1980

Moscow Olympics, citing security concerns and

Eastern Bloc anti-Soviet activities at the 1984 Olympics

in Los Angeles. Eastern Bloc countries used sports to

hide their economic failures and prove that they were

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still around and strong. Indeed, sport has the ability to

mobilize the masses, unite people with different

political views and opinions in different countries, and

unite them around a common goal. All of this is an

example of how sport penetrates other cultures with

its universal identity. Sportswear brands are among the

first to enter the global market due to economic

conditions.

Among sports in particular, professional football is a

commercial enterprise with a turnover of a trillion lire.

This is such a commercial enterprise that even the

possibility of forming or creating new football teams in

the region is excluded. Organized football is heavily

privatized and commercialized. National games,

international and regional tournaments are also events

where “recycled political knowledge” is replicated.

Moreover, the organization and use of stadiums and

games have always been a matter of politics and

political relations, and football has been used by

politicians for ideological propaganda during and after

the games. Football as a whole carries and embodies

the essence of the ideology of a capitalist society:

watching football excites aggressive impulses and

gives a feeling of free and brutal competition, but hides

the fact that free competition only exists between free

slaves. It presents a story about equality of

opportunity, but does not explain that there cannot be

equal opportunity between the powerful and the

powerless.

According to Boniface, in addition to the fact that all

this is explained historically, football; This is the latest

stage of globalization, and the football empire is

perhaps the most universal empire. His power is more

complete and lasting because it is peaceful. In this

context, not about weapons, but about sports passion

and examples. “Football is certainly more of an

archetype of globalization than democracy, the market

economy or the Internet.”

It should be noted that today all elements of culture

are related to the economy. Sports, especially football,

are used to force cultural change, thereby fueling a

consumer frenzy and adapting lifestyles.

Since football attracts the most attention among

sports, the media has a desire to buy football clubs or

at least try to become a shareholder in these clubs.

Football's mass power also allows for political

manipulation.

The

main

reason

why

media

organizations that want to maintain this power are so

passionate about football is that the television

networks that have the rights to broadcast these

games also have the opportunity to be ideologically

effective in the eyes of the public.

Sports are used for employees to work effectively in

the workplace within a specific work discipline. Sport is

entirely within the framework of interstate

competition, capitalist production and class relations.

The hierarchical structure in sports reflects the social

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structure of capitalism and its system of competitive

elimination, promotion, hierarchy and social progress.

Performance, competition and records - the driving

forces of sport reflect the driving forces of the

capitalist mode of production. According to many

other authors, sport, especially when considering the

training part, reflects the industrial mode of

production due to reasons such as excessive

specialization, hierarchical structure and dependence

on technology, which can lead to alienation as a result.

While sports are expected to contribute to the

balanced and sustainable development of countries,

how it shapes today's world and why it is useful is

discussed. The benefits of sports; It is classified into

four main areas: promoting health and quality of life,

providing physical and mental education, promoting

social inclusion of the younger generation by creating

role models, and promoting economic and social

development as an important global industry.

established Likewise, the use of doping substances is

not limited to elite athletes: the attitudes of fans,

players and coaches have led to an increase in violence

in sports arenas, on television and on the Internet,

corruption and exaggeration (gigantization) among

athletes as well as officials. . includes. many sporting

events and facilities making them difficult to maintain

and maintain. ) appear as problems of sports

economics. Today's sports problems are destroying

the reality of sports and spreading them around the

world, and this situation is due to the fact that the

authorities are denying the real reasons why society

enjoys sports.

Economic forces

The economic consequences of globalization are also

evident in the field of sports. Athletes in many other

sports, especially football, reach the international

level, joining teams in different countries. At the same

time, the budgets of both clubs and athletes are

replenished with large amounts of paid contributions.

Although there are struggles and alliances between

several capital groups for control of major sports clubs;

Small sports clubs periodically experience dominance

by a capitalist or capitalist group. In the 1990s, with the

transition to autonomous management in football,

large capitalist holdings, mafias and sects began to be

created in clubs. Today, many major companies, media

outlets, advertisers, sponsors and football marketers

own or work with football clubs. Players are employees

who organize and receive money for matches of a

football club; they do not own the club.

Apart from the hope of getting rich as a gambler by

betting, it is also common to hope to "turn the corner"

from the account if you are lucky. There are two types

of bets: formal and informal. Since ancient times, bets

on games have always come in different sizes and

shapes. For example, among the Aztecs, gambling

involved the nobility, the general public, and gamblers.

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Lands, houses, wealth, wives and children were used in

the bets. As a result of gambling, the poor were

deprived of their freedom and became slaves, and the

nobles bet, played and watched the games for

entertainment. But there were also those who made a

big bet and lost their kingdoms.

Today, the criterion of “success” in football and other

sports is sought on a global scale. The most important

aspect of all this from the point of view of the issue is

that it realized some of the values that are said to be

inherent in sports (fair play, good for human health,

strengthening the bonds of brotherhood and

friendship). . etc.) remains controversial.

With the growing influence of the media on the game,

football in particular has abandoned its mission as a

social event for the masses and has become a "tool"

for the power elite in the media to make money. In

England, broadcasters decide what days and times to

play matches, causing disputes between clubs and the

Football Association. Due to pressure from influential

media, the broadcast time of games is extended, or

athletes participate more often in competitions,

although this is not an easy situation for them. While

players may resist criticism that they consider

themselves slaves, they may not object to the logic of

more games, more money. Broadcasters say the

amounts they pay for broadcast rights give them the

opportunity to change the rules of the game.

Professional sport is not a game for those who play it,

but a business with heavy economic responsibilities.

Professional sports are governed by the rules of the

market, where the principles of making money prevail,

where winning records are only a means to achieve the

first goal. Therefore, sports, advertising and shows are

completely marketed, turning them into spectacles

that are not always aesthetic. Investments in these

risky but highly profitable areas come to the fore. For

this purpose there are managers, stockbrokers,

speculators and people representing all branches of

business. Fans and spectators who always support the

games of sports clubs, the media, especially television

channels, are bodies seeking to increase their financial

income by introducing athletes and clubs to the public.

The proliferation of private television channels in our

country has allowed sport to become a large financial

and industrial sector. The football industry has reached

a transaction volume of $200 billion worldwide. Given

the industrial and entertainment side of the sport,

clubs pay huge transfer fees for players who contribute

positively to the team in terms of aesthetics and

entertainment. A newspaper is a written div of

sports advertising and promotion that ensures clubs

and players are widely recognized and accepted by the

public. Sports pages are among the most read pages in

newspapers. Similarly, along with private sports

channels, there are newspapers that cover only sports.

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As for sponsorship, many areas are directly related to

sports: from sponsorship of tobacco and alcohol

companies in Formula 1 auto racing to marketing of

tourism events dedicated to the Olympic Games and

the World Cup. In 2000, 68% of the $25 billion spent on

sponsorship worldwide was in sports. Through

sponsorship investment, businesses have the

opportunity to advertise a sport that can attract mass

appeal.

However,

countries'

sponsorship

of

international sporting events ensures sports tourism

and therefore the expansion envisioned by capitalism.

“According to FIFA, the 2002 FIF

A World Cup, held in

Japan and Korea and lasting twenty-three days,

generated 41,000 hours of airtime in 213 countries.”

The FIFA World Cup is no longer just a football festival,

but a major global marketing event capable of

mobilizing significant economic potential and even

influencing the growth rates of countries. With

audiences,

accommodation,

live

broadcasting,

publicity, publicity, food, souvenirs, entertainment,

drinks, apparel, etc., the World Cup is something that

multinational companies care about and hope to

achieve big.

1994 Winter Olympics in 120 countries, 1994 FIFA World

Cup in 188 countries, 1996 Summer Olympics in 214

countries, 1998 FIFA World Cup in France 3.7. Reaching

a billion people shows how big the audience is. Sports

organizations arrived. In 1948, the BBC, which first paid

the International Olympic Committee for the rights to

broadcast the games, was $30 million, but in 1996 that

figure was $895 million and rose to $1.3 billion for the

2000 Sydney Olympics. In 1986, the overall growth rate

of the sports industry was 4.1 percent, which increased

to 14 percent in 1989. In China, another country with a

growing sports industry, great importance was

attached to the production of sports shoes,

sportswear and sports equipment, and at the 1990

Asian Games the use of Chinese-made equipment

reached 70%. Japan ($4.4 billion) and South Korea ($2.9

billion), which hosted the 2002 World Cup, spent a total

of $7.3 billion on the trophy. Economists argue that

these expenditures were made to improve the

economies of the two countries.

With the professionalization of sports clubs, players,

teams and playing fields, team management styles and

managers have also changed. With the increasing

importance of materiality, the exchange of goods in all

spheres of life has led to a restructuring of all values

and considerations associated with sport. The clubs

have now gone public and are managed as joint stock

companies. Like the world's largest companies, major

clubs have "CEOs" who plan for the future, direct

investments and make transfers on behalf of the clubs.

The process of professionalization has transformed

sporting events from a game into an economically

viable industry. As a result, the values of the capitalist

system dominated the field of sports and began to

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shape sports. The culture of victory and the desire for

success have taken precedence over all sports values.

CONCLUSION

The fact that humans are social creatures by nature

makes group living a necessity for them. The sports

criterion determines the relationships of people with

each other within such a structure, within the

framework of the socio-economic and socio-cultural

structure, which we can express as the entire way of

life of society as a whole. This explains the vital

importance of sports in these countries. The most

important feature of sport is that it is one of the fastest

examples of “cultural diffusion.” At the end of the 19th

century, the sport originated in England and from there

spread to other Western and Third World countries.

Undoubtedly, the then industrial and imperialist

England made a great contribution to this expansion.

Because at that time England was an example for the

democratic and industrial Western world and was an

authority for its colonies.

Sports complex today; Within the framework of an

educational institution, in addition to instilling social

values, it undertakes to equip the individual in such a

way as to teach him the social way of life, for example,

to control and regulate his own div; conquer the

collective (single) spirit and direct it towards success.

Exercise, gymnastics, etc. Through physical activity,

the government seeks to teach people to submit to the

system while maintaining their dominance over the

div, and uses sports to spread social ideology. In the

United States, school budgets allocate a larger share to

sports than to other activities, and the American social

system is based on competition, sports; We can

attribute this to the importance of raising success-

oriented and competitive people.

Globalization trends in sports include:

•

Using third world countries to produce new

sports equipment

•

Organizations such as the International

Olympic

Committee

(IOC),

Fédération

Internationale de Football Association (FIFA)

and the International Amateur Athletics

Federation (IAAF) govern global organizations

and are strengthened financially.

•

Transfer of foreign athletes and athletes to

professional teams

•

Promotion of sports competitions and

achievements in the international arena

through various publications and advertising.

Sports rules that transcend national boundaries, as

well as a cultural pervasiveness that excludes no

country, regardless of its management style and

ideology, reveal the phenomenon of “globalization of

sport.” The capitalist system in the wor

ld does not

prevent the globalization of sport, since sport itself has

an inevitable relationship with capitalist companies,

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with which it has a close and profitable relationship. In

turn, the new political and economic globalization in

the modern world creates a favorable environment for

the development of the sports sector.

The role of the media in the representation of racism in

society, in the process of increasing violence and the

commercialization of football cannot be ignored. As

football, and sports for that matter, become

commercialized, they also become exploited and lose

their intrinsic value. Football/sport, created in a

capitalist society like cinema and music, and part of the

popular culture shaped by capitalism, now tells global

stories and is organized as a mass media on all

television channels.

Like all ideologies, sports ideology hides the true

structure of production and social relations in the

capitalist system. They are rated as "natural". In sports

organizations, relationships between people become

material relationships between things: game results,

cars and records. In this process, the human div is

treated as a commodity. Thus, public opinion changes,

which hinders democracy. In this context, some writers

view sport, especially football, as "the opium of the

people", "an attempt to fool the people", and

emphasize that it is supported by the national front.

Two important aspects of the economic impact of

sport are the commitment to sports products and

consumption, and the creation of class differences

with sports industries that are expensive in terms of

brands, organizations and equipment.

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