GLOBALIZATION AND SPORTS INDUSTRY

Аннотация

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. Volume 03 Issue 10-2023 164 American Journal Of Social Sciences And Humanity Research (ISSN – 2771-2141) VOLUME 03 ISSUE 11 PAGES: 164-182 SJIF IMPACT FACTOR (2021: 5. 993) (2022: 6. 015) (2023: 7. 164) OCLC – 1121105677 Publisher: Oscar Publishing Services Servi KEYWORDS Globalization, sport, sports industry, sociology, advertising, live broadcasting.