The Internationalization of Sports

The Internationalization of Sports

The sports industry is rapidly growing as people worldwide continue to appreciate sports. International sports events like the Olympics and FIFA have created a large fan base for various sports worldwide, leading to the need to invest in international sports competitions. Sports brands are also promoting the growth of the sports industry by sponsoring sports events and players. For instance, NIKE has been at the forefront of sponsoring football players and marathon runners as part of its advertising strategy. However, the future of international sports and the expansion of sports internationally will be determined by the ability to eliminate corruption, which is the leading cause of conflicts and misunderstandings in international sports.

The State of International Sports Leagues

International sports leagues have received support from various stakeholders worldwide due to the collaboration of stakeholders in different countries. Over the past decade, international sports leagues have been enrolled in international competitions, leading to interaction among sports leagues from different countries. However, organizing international sports events has not been easy because it requires multi-actor diplomatic communication and representation to negotiate the competition’s terms and delegate responsibilities to the competition hosts and organizers. According to Murray & Pigman (2013), the diplomacy created by international sports is considered more important than the effects of international sports because it promotes good diplomatic relations. Therefore, decision-making in international sports leagues is often influenced by politics and the relationship between the governments of the countries involved. For instance, when planning and organizing the FIFA World Cup, Dubai’s government was actively involved in the decision-making, and the representatives of each country that was participating in the World Cup were consulted. The governments of the countries involved also had to negotiate with each other, with FIFA, and their respective state football federations to agree on favorable terms for the players and other stakeholders. Based on the stakeholder theory, there is an interconnected relationship between the government, national sports federations, international sports federations, and the sponsoring brands to ensure their needs are met when planning and organizing an international competition. Therefore, ensuring that international sports leagues constantly interact through competitions relies on the success of the international and national sports federations’ commitment to making the interactions successful, thus highlighting the critical role of international sporting bodies in the diplomacy on global sports.

The performance of international sports leagues is influenced by the institutional structures governing operations within the leagues. According to Voeten (2021), an institution’s structure includes the relations between various components in the organization and the framework of the relations on systems, jobs, people, operating processes, and groups making efforts to achieve the institution’s goals. The institutional structures of international sports leagues include the norms, rules, and an administrative unit that manages international interactions among the players and officials (Murray & Pigman, 2013). The structures define the general norms and rules of fairness within the league, including the employment of referees to arbitrate global competitions and including all players in training and playing. International sports leagues must also abide by the rules set by the bodies that control international sports assets. Murray & Pigman (2013) argue that international sports leagues’ administrative bodies operate like multilateral institutions as diplomatic players in decision-making. They have constitutions or charters with a mission statement defining their objectives. The international sports bodies have visual symbols, including flags, which are used to represent their brand identity and brand their sports because they have an agenda and interests to pursue. Therefore, international sports leagues cannot operate independently without the influence of international sports’ administrative bodies.

International sports leagues are also becoming actively involved in creating a diplomatic image and negotiations with the government, the national and regional organizing entities of various sports, large international organizations that sponsor sports competitions, and international media firms. According to Murray (2018), the main issues discussed in negotiations include the awarding of sports competition rights to countries and cities to host major global sporting events, providing security for large sports events, the linking of major sporting events to economic and humanitarian development objectives and the awarding of broadcasting and sponsorship contracts. The international sports leagues must also continuously converse with the worldwide public to promote a sport, increase visibility, and demonstrate legitimacy and fairness. Most international sports leagues have created websites that are used as a communication platform for global sporting bodies to share information about their goals and the sport’s goals. The leagues have acknowledged the significance of their sport and competition as a worldwide force in the long term. Therefore, they look for competition opportunities to maintain interactions among global sports leagues and exchange skills and ideas that can be used to improve the sports.

Moreover, corruption has been the main issue facing international sports leagues over the past decade, thus impacting their success and growth. According to Philippou & Hines (2021), corruption allegations in international sports leagues have negatively impacted the credibility of the leagues. For instance, bribery allegations have occurred in organizing and planning mega international sports events such as FIFA. Recently, FIFA officials were accused of engaging in corruption and bribery concerning the awarding of the last two FIFA World Cups held in 2018 and 2022, leading to the resignation of the federation’s Vice President and the withdrawal of the chief of the Asian football federation (Elias et al., 2020). International sports leagues are also being placed in a disadvantaged position because of corruption and bribery since they have to abide by the rules set by international sports organizations for the eligibility of competitors to compete in various states. For instance, during the 2022 World Cup, players from the LGBTQ community could not compete because the country that was hosting the World Cup prohibits same-sex intimate relations. Such conditions may exclude talented and skilled players from participating in the competitions, thus affecting the teams’ performance. Angel & Gasparetto (2018) argue that setting rules for competitors raises concerns about competition fairness between international sports leagues. Some sports federations in small countries with limited funding in the sports sector are forced to use liberal appropriateness policies intended to attract competitors to play on behalf of their country of origin, thus enabling competitors to be eligible to play for various countries. However, the legitimacy of a player must be confirmed by the global sporting federation.

The International Expansion of Sports

The international expansion of sports extends beyond competition to increasing social interaction among fans and players from different countries. According to Alarachi (2022), international sporting events continue mediating conflicts among people from different countries and their governments by promoting intercultural cooperation and understanding. For instance, the Olympics are used to improve a country’s image in the global space and improve the relationship between countries by acting as a diplomatic tool (Pigman, 2011). Therefore, the expansion of sports internationally is useful for the governments in different countries and spectators, thus improving multilateral and bilateral relations. Mega sports events that bring together players and spectators from different countries demonstrate the role of sport in trade agreements or legislation. Global federations such as FIFA have specific guarantees associated with the need for government approval and hosting the events. For instance, there are guarantees related to diplomacy, such as the visa requirements that organizations impose on international sports hosts. International mega-sports events are also associated with increased trade agreements between countries, which welcome different countries to do business in the global marketplace.

One of the driving forces of the expansion of sports internationally is the increasing global competitive pressures that have pushed sports organizations to seek international growth. Spectators and players worldwide have embraced many sports events, such as football and marathons, by creating a global appeal. According to Khan (2017), the appeal created by international sports events results from the long-term cultural links caused by immigration and globalization, where various development, marketing, and media programs have created a platform for the consumption of sports in global markets. Ennis (2020) argues that many sporting organizations will, in the future, focus on extending their sports to new markets by internationalizing events, creating a new competition ground for professional sportsmen and women. Another driving force is the need for international relations. According to Alarachi (2022), sports can be used by geopolitical blocks and states to display their superiority and any other desired attributes. Based on the stakeholder theory, sports are expanding internationally to accommodate the needs of sports leagues, players, governments, and international sports bodies.

In addition, Murray (2018) argues that governments may desire to win international sports competitions to demonstrate their power as a nation and its economic and political system, especially for countries that do not have democracy. Winning international athletic competitions can have external and internal dimensions (Murray & Pigman, 2013). The internal dimension addresses the needs of a country’s society, and the external dimension connects with other countries in the international setting. Hosting international sporting events can also increase a country’s economic status. Therefore, international sports are expanding as a way of creating more income-generating channels. For example, the 2022 FIFA World Cup significantly increased Dubai’s economic status by attracting more tourists.

Sports have expanded internationally as a way of creating a legacy for countries that host mega international sports such as the FIFA World Cup. Murray & Pigman (2013) argue that countries trying to improve their image in the global space use international sports events by organizing successful sports events that showcase their organizational and institutional grounds and allow spectators to see the country’s geographic and cultural beauty. For instance, Dubai used the FIFA World Cup to showcase its culture and innovation, thus attracting more visitors who can visit the country even after the sports event. Another sport that has gained global recognition for its role in showcasing a country’s geographic and cultural beauty is the Tour de France cycling race held annually. The country uses helicopters that provide a clear aerial view of the cyclists, the beautiful landscapes in France, and historic castles and towns. According to Murray & Pigman (2013), events such as the Olympics held in Beijing and the FIFA World Cup were initially used to show a host country as a Westernized modern destination with cultural values that are universally accepted. However, this trend has changed as the expansion of sports internationally focuses on promoting an inclusive globe where everyone is free to practice their culture without fear of being excluded from global events such as mega sports events. Sports events are now being used as platforms to showcase a host country’s power, which may not necessarily improve its image worldwide but showcase its beauty.

Sports are also expanding internationally by allowing players from different countries to join professional sports teams in different parts of the world. For example, some African players have moved to countries such as the United States, France, and Brazil to join professional football teams, thus creating diverse teams. Professional football teams are also signing contracts with players from different countries to expand their skill sets and improve performance, thus promoting diversity and inclusion in professional sports. For example, some professional football teams have signed contracts with local and international sports leagues worldwide to transfer players from different football clubs, thus creating opportunities for sportsmen and women in different countries. The expansion of sports internationally is also characterized by the rise of sports agencies that help players in different countries to join sports clubs abroad so that they can establish a successful career in sports. For instance, most countries have sports agencies that link individuals interested in joining professional sports with various sports clubs by facilitating the visa application and traveling process and giving them shelter in the foreign country as they train and play before they are financially stable to support themselves. This has motivated many players, especially in developing countries, to pursue a career in sports and stay dedicated to the sport they specialize in so that they can acquire the expertise they need to represent their country in global sports events such as the World Cup. The sports agencies also mentor players from different countries worldwide by sponsoring them to start professional training to increase their chances of securing a contract with professional sports leagues. Therefore, based on the stakeholder theory, the expansion of sports globally can be viewed as a strategy to meet the needs of individuals interested in joining professional sports, professional sports players, and sports leagues with diverse players.

Conclusion

The sports sector has transformed significantly over the years due to the rise of international sports. Currently, international sports leagues are gaining support from various stakeholders worldwide because of their vital role in uniting players and spectators from different countries and improving diplomatic relations. However, corruption and bribery in the management of the international sports leagues hinder their growth and success by limiting access to opportunities and access to financial resources required to run operations effectively. The performance of international sports leagues is also being impacted by the institutional structures that set the terms for participating in international sports and the awarding of contracts to host countries that host international sports events. The rise of international sports leagues is expected to continue due to the expansion of sports internationally. The expansion is driven by the need for countries to generate income by hosting sports events since the events increase tourism and the purchase of various products and services. The competition among countries also increases the international expansion of sports as countries focus on using sports events to prove that they are powerful. The expansion of sports internationally is also viewed as a way of creating a legacy for the countries that host mega sports events and a channel to showcase a country’s geographical and cultural beauty.

References

Alarachi, A. (2022). Sports in healing international relations. https://doi.org/10.33774/apsa-2022-nxbx7

Angel, B., & Gasparetto, T. (2018). Leagues, tournaments, and competitions. Routledge Handbook of Football Business and Management, 258–272. https://doi.org/10.4324/9781351262804-21

Elias, J., Mobarak, M., & Rosenthal, J. (2020). Qatar FIFA World Cup 2022. https://doi.org/10.4135/9781529796407

Ennis, S. (2020). Introduction: The sports sector in a global context. Sports Marketing, 1–7. https://doi.org/10.1007/978-3-030-53740-1_1

Khan, S. M. (2017). Role of sports in globalization in present scenario–A study. International Journal of Physical Education & Sports Sciences, 11(2), 05. https://doi.org/10.29070/ijopess.v11.i2.2017.5-10

Murray, S. (2018). Traditional sports diplomacy. Sports Diplomacy, 59–86. https://doi.org/10.4324/9781351126960-4

Murray, S., & Pigman, G. A. (2013). Mapping the relationship between International Sport and Diplomacy. Sport in Society, 17(9), 1098–1118. https://doi.org/10.1080/17430437.2013.856616

Philippou, C., & Hines, T. (2021). Anti-bribery and corruption policies in International Sports Governing Bodies. Frontiers in Sports and Active Living, 3. https://doi.org/10.3389/fspor.2021.649889

Pigman, G. A. (2011). Contemporary diplomacy: Representation and communication in a Globalized World. Choice Reviews Online, 49(02). https://doi.org/10.5860/choice.49-1121

Voeten, E. (2021). Ideological structure and membership in international institutions. Ideology and International Institutions, 90–107. https://doi.org/10.23943/princeton/9780691207322.003.0006

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please find peer reviewed articles on the latest advancements in regard to the internationalization of sports. This can be how sports are expanding into the U.S. or from our country to the rest of the world. You may select sports at any level, including youth, interscholastic, intercollegiate, club (the primary system used outside the U.S.), or professional.

Then, in an 8-10 page essay (approximately 2,000-2,500 words), excluding title page or references, please share your position on the state of international sports leagues or interactions, as well as how you think this complex issue will play out over the next several years. How are sports expanding internationally? Or, what international sports are gaining momentum in our country? Try to place yourself in the position of sports administrators around the world, as well as governing bodies, athletes, and fans, in order to consider all stakeholders in your analysis. Finally, please defend your position with facts and stakeholder theory or the theory of your choice.