Sport in Asia: Globalization, Glocalization, Asianization

Abstract

[Extract] Sport is now a truly global cultural institution, one that is no longer the preserve of occidental culture or dominated and organized by Western nations, the growing presence and power of non-occidental culture and individual nations now makes it a truly globalized product and commodity. The insatiable appetite for sport of the enormous Asian markets is redirecting the global flow of sport, with the wider Asia Pacific region now providing massive new audiences for televised sports as the economies of the region continue their growth.