As the world changed, the various nations became more interconnected and open to the world market. In its commotion, globalization was crucial to the emergence of a capitalist market. Many people see global capitalism as a free and linked economic system that fosters innovation, eases cross-cultural interactions, generates employment in developing countries, and provides consumers with reasonably priced goods. The popularity of globally renowned sports celebrities, commercial enterprises, and global communication media all had an impact on the 20th century's globalization of modern sport. Through sponsorships, endorsements, and broadcasting, businesses can reach a worldwide consumer base. In this piece, I'll examine how globalization, capitalism, and sports history relate to competitive sports.

Sports' history and development into a worldwide phenomenon

In the 20th century, prominent athletes, sports marketers, think tanks and social scientists realized how popular and significant sports were globally. In a thorough analysis of the consequences of the global adoption of neoliberal free market economic policies at the start of this century, the sport was called "the most important thing in the world" . According to Nike's founder and president, sport became increasingly important to modern culture and the world in the final decade of the 20th century . The UN Secretary-General later endorsed this view, stating that football is "more universal" than the UN and that few other cultural events can match the FIFA World Cup's ability to bring the "family of nations and peoples" together while "celebrating our common humanity" (Annan 2006)

Sepp Blatter, the president of FIFA, defended the increase in World Cup sponsorship funds and firmly backed this scenario, stating that a partnership between football, economy, and television (R5) that benefits all parties is crucial. Unquestionably, the advancement of consumer culture and the pursuit of commercial interests were closely linked to FIFA's development as a global sports network (Jarvie 2006) . The wider "social place" of sport is going through several crises at the start of the third decade of the twenty-first century: the COVID-19 pandemic has exposed a highly unequal distribution of material wealth in the advanced capitalist societies of the West and between the "developed" and "developed" worlds.

Unprecedented planetary ecological crises and growing working-class alienation result from the widespread exploitation of labour and natural resources (Harvey, 2020). Crises have turned into a chance for the global capitalist class to profit and increase its wealth and power, even though they disproportionately impact the working class, the disenfranchised, and the racially marginalized. In addition to opportunities to question the status quo, major global issues like pandemics, wealth disparities, and ecological crises call for new strategies for coordinated action and collaboration. There are several facets to the commercialization and worldwide expansion of sports. Let's talk about how modern sports are closely linked to capitalism in all of its manifestations.

The expansion of corporate culture and capitalism in the sports industry and why does it go unnoticed? 

The end of the 19th century saw the globalization of modern sports. The 1870s and 1920s saw a major "takeoff" period marked by the growth of international tournaments, competitions, and tours. Several international sports governing bodies were formed as the number of spectators rose (Maguire 1999).  During this time, a number of the first international athletic competitions took place, contributing to the reduction of regional disparities in sports and the advancement of worldwide standardization. The first international rugby and football matches were among the main events that happened. Australia and England's first cricket test match (1877), Scotland vs. England (1871), and Glasgow (1872), respectively.

Both the first England international football team tour of continental Europe (1908) and the first Wallabies tour of Great Britain and the United States (1908/9) were conducted. 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) were among the other international sports organizations that were established. There were numerous additional instances of the swiftly increasing globalization of sport during this time. The Summer Games and the Olympics were the most talked about.

Through television coverage, the Olympic Games have developed into a lucrative platform for companies looking to promote their brands and increase their visibility internationally. Customers frequently view Olympic sponsors as market leaders in their respective product categories, so this is especially advantageous (McCall 2004). The global network of tennis tournaments has expanded in several sports, including soccer and athletics, in tandem with developments in air travel and television broadcasting. Additionally, by supporting athletic events, signing athletes after they achieve success on the field, and cultivating a well-liked cultural profile, corporate business interest contributed to the creation of a cosmopolitan image for products and brands. The growth in international sporting events was linked to the rise in paid participation, the creation of international governing bodies, and increased media attention. Additionally, as a result of this development, the market for sports apparel and equipment grew, increasing consumer interest.

Whether capitalism is beneficial or detrimental to sports management is a topic of debate. Some contend that because capitalism is viewed as a universal and unalterable system, it is challenging for alternative ideas to acquire acceptance. Many people think that the sports industry can only function under capitalism, Sport management academics in developed capitalist societies, however, are more critical of persistent problems and injustices about race, gender, sexual orientation, disability, and religion, as well as the challenges brought on by income disparity, conflict, and environmental degradation. As scholars in other social science disciplines have observed, the emergence of neoliberalism in the 1970s and 1980s caused a "turn away" from rigorous studies of capitalism and social class; instead, concepts like "globalization," "diversity," and "postmodernism" gained popularity (Fuchs & Mosco, 2015). . Despite the end of the Cold War, efforts to develop alternative social and economic structures have been impeded. Given that both powerful and weaker people have a stake in preserving the status quo, it is likely that bringing up capitalism in sports management will not sit well with them. Naming capitalism is a dangerous endeavour. Some well-intentioned people might advise delaying for a better chance. As mentioned earlier, the COVID-19 pandemic has made the ghost of capitalism worse, so we need to take a closer look at it. By doing this, we can learn more about the nature, history, goals, and impacts of capitalism—aspects that are frequently disregarded in the production and sharing of sports management knowledge.

Conclusion

The real essence of sports lost most of its frivolity with the introduction of modern sports and worldwide coverage, and its professional endeavours turned into a significant global industry and a sobering media spectacle. It is neither inevitable nor natural for capitalism to exist. Capitalism will continue to grow exponentially if the fundamentals of the sport are continuously questioned and disregarded.

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