Article Details

Role of Sports in Globalization in Present Scenario – A Study | Original Article

Sadik Mohammad Khan*, in International Journal of Physical Education & Sports Sciences | Physical Education, Health, Fitness & Sports


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.