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The evolution of the world marked the globalization of the different countries as one global and open market. Globalization in its uproar proved to be instrumental to the rise of a capitalist market. Global capitalism is viewed by many as a free and interconnected economic system that promotes innovation, facilitates cultural exchange, creates jobs in developing nations, and offers affordable products to consumers. The spread of modern sport worldwide in the 20th century was influenced by factors such as global communication media, commercial companies, and the popularity of internationally recognized sports celebrities. Through broadcasting, sponsorships, and endorsements, corporations gain access to a global consumer market. In this article, I will explore the connection between sports history, globalization, and capitalism in competitive sports.

The history of sports and its evolution into a global phenomenon

Famous athletes, sports marketers, think tanks, and social scientists recognized the considerable appeal and global importance of sports in the 20th century. The sport was referred to as "the most important thing in the world" at the beginning of this century in a comprehensive review of the effects of the global implementation of neoliberal free market economic policies (r1). The founder and president of Nike noted that in the last ten years of the 20th century, sport was central to modern culture and increasingly constituted the world (r2).)

This viewpoint was later supported by the UN Secretary-General, who said of football that it is "more universal" than the UN and that few other cultural events can compare to the way that the FIFA World Cup unites the "family of nations and peoples" while "celebrating our common humanity" (Annan 2006). (R4)

FIFA president Sepp Blatter strongly supported this situation, saying that a partnership between football, economy and television (R5) that benefits all parties is essential and defended the increase in sponsorship money for the World Cup. The development of FIFA a global sports network was undoubtedly closely related to the promotion of consumer culture and the pursuit of commercial interests (Jarvie 2006) (R6). At the beginning of the third decade of the 21st century, the wider "social place" of sport is experiencing many crises: the COVID-19 pandemic has revealed a very unequal distribution of material wealth in the advanced capitalist societies of the West. and between the 'developed' and 'developed' worlds;

The rampant exploitation of both natural resources and labour has led to deepening alienation of the working class and unprecedented planetary (R7) ecological crises (Harvey, 2020). Although crises disproportionately affect the working class, the marginalized, and the racially marginalized, they have become an opportunity for the international capitalist class to make profits and consolidate its wealth and control.

Major global problems such as pandemics, wealth inequalities, and ecological crises require new approaches to coordinated action and cooperation, as well as opportunities to challenge the status quo. The commercialization and the global expansion at which sports are operated are multifaceted. Let's discuss sports in the modern era as intricately interwoven with capitalism in its various facets of operation.

The growth of corporate culture in sports

Modern sports began to spread throughout the world at the end of the 19th century. A significant "takeoff" a phase characterized by the proliferation of international competitions, tournaments, and tours took place in the 1870s and 1920s. As the number of spectators increased, several international sports governing bodies were established (Maguire 1999). (R8) Several of the first international sporting events were held during this period, helping to promote global standardization and reduce regional differences in sports. The major events that took place included the inaugural international football and rugby matches. The first cricket test match between Australia and England (1877), the match between Scotland and England (1871) and Glasgow (1872), respectively

The first Wallabies tour of Great Britain and the United States (1908/9) and the first England international football team tour of continental Europe (1908) took place. In addition, some international sports organizations were founded, such as the International Amateur Athletics Federation (1912), the Fédération Internationale de Football Association (1886), the International Rugby Football Union (1886) and the Fédération Internationale de Football Association (1904)). During this period there were many more examples of the rapidly accelerating globalization of sport. The most discussed ones were the Olympics and the Summer Games.

The Winter Olympics first took place in 1924 in Chamonix, France; however, some "winter events" (hockey, figure skating, etc.) were included in the 1920 Summer Games in Antwerp, Belgium. Since then, the Winter Games have been held every four years, except World War II and 1994, when the schedule was changed in 1986 by a political decision of the IOC to improve economic prospects and ease the administrative burden of national Olympic Games committees.

The last time the Summer Games were held in Barcelona, Spain, and the Winter Games in Albertville, France, was in 1992. The Winter Games, which have less participation and popularity compared to the Summer Games, started a separate four-year cycle in 1994. The Athens 2004 Olympics had a higher-than-expected number of viewers, with 3.9 billion people watching on TV. The Olympic Games have become a valuable platform for businesses to advertise their brands and gain global exposure through television coverage. This is particularly beneficial because consumers often perceive Olympic sponsors as industry leaders in their specific product categories (McCall 2004)(R9). Along with advances in air travel and television broadcasting, the worldwide network of tennis tournaments has grown in several sports, including soccer and athletics. In addition, corporate business interest helped create a cosmopolitan image for goods and brands by sponsoring sporting events signing athletes following their success on the field and developing a popular cultural profile.

The rise in paid participants, the establishment of international governing bodies, and growing media attention were all connected to the increase in international sports events. This development also led to a growing market for sports equipment and clothing, which attracted more consumer interest.

Why does capitalism go unnoticed in international sports management?

There are differing opinions on whether capitalism is good or bad for sports management. Some argue that capitalism is seen as a universal and unchangeable system, making it difficult for alternative ideas to gain legitimacy. Many believe that capitalism is the only way for the sports industry to operate.

However, when it comes to ongoing issues and injustices related to race, gender, sexuality, disability and religion, as well as the difficulties caused by income inequality, war and ecological degradation, sport management scholars in advanced capitalist societies are more critical. The Global North can hardly ignore the consequences of capitalism. However, they may have to "tread carefully'' leaving explicit opposition to the interests of important industry stakeholders, not to mention and quote capitalism. The rise of neoliberalism in the 1970s and 1980s, as academics in other social science fields have noted, led to a "turn away" from serious investigations into social class and capitalism; instead, ideas like "globalization," "diversity," and "postmodernism" became fashionable (Fuchs & Mosco, 2015) (R11)

The pursuit of alternative economic and social systems has been hindered, even though the Cold War has ended. Therefore, it is likely that mentioning capitalism in sports management is unpopular among both powerful and less powerful individuals who have a vested interest in maintaining the current system.

Capitalism naming is a risky business. Some well-meaning individuals may suggest waiting for a better opportunity later on. As previously stated, the COVID-19 pandemic has exacerbated the ghost of capitalism, requiring us to examine it more closely. By doing so, we can gain insight into the nature, history, purposes, and effects of capitalism, which are often overlooked in the creation and dissemination of knowledge about sports management.

Conclusion

With the advent of modern sports and global coverage, it lost most of its frivolity and its professional activities became both a big global business and a serious media spectacle. Capitalism is neither natural nor inevitable. If the basic principles of the sport are constantly questioned and ignored, the exponential growth of capitalism is unstoppable.

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