Global Sporting Events Market

Global Sporting Events Market

There is little doubt that international sporting events are the acme of sports. Although it is possible that sports in the United States -- such as basketball, baseball, and football -- might draw in more overall revenue, this fact is attributed to the reality that not only do these sporting events take place year after year, but they also are able to gain media exposure and advertising money over the course of an entire season. Truly international sporting events, such as the Olympics, the World Cup, and to a lesser extent, the European Cup, are able to generate comparable hype and money in a shorter period of time. The Olympics lasts less than a month and the World Cup lasts approximately a month. When attempting to calculate approximately how much bigger such international sporting events might grow in the years to come, there are several considerations that one must take into account. Essentially, there are both hindrances and aids for the growth of such events. The factors that can assist in the growth of sporting events include the population's increase and the trend of globalization, while the chief hindrance is terrorism.

Globalization certainly can produce a positive effect on international sporting events. Globalization is the term used to discuss the phenomenon in which members of various countries increasingly (and routinely) access international locations for business, commerce, industry, as well as for recreation. Globalization is largely the product of the 20th century -- prior to that there was a severe limitation on the presence of international companies. Today, it is fairly routine for multinational companies in the United States to have a headquarters in this country and in two others, while regularly ascertaining supplies from another country, manufacturing in yet another, and selling to a global audience. This trend resulted in several manufacturing plants shutting down in the U.S. In the 1970's and 1980's (Perrucci and Wysong 107). The effect of globalization on international sports is that it effectively makes the world smaller and more accessible (particularly due to the presence of technology). As such, it has never been easier to travel abroad and keep up with events taking place on the other side of the world. The accessibility that the confluence of globalization and technology provide not only makes it so that more people will inevitably attend international sports, but also so that they will be able to follow such events from the comfort of their own home -- all of which translates into marketing and advertising opportunities.

Additionally, it is noteworthy that the population on the planet is also increasing There are some very meaningful effects of this fact. More people on the planet means that there are more people to which to advertise and market. It also means that there are more consumers, which produces a significant impact on those looking to profit from international sporting events. There are greater numbers of people to attend international sporting events, and there are also greater numbers of people to observe and monitor these events. Thus, the hype surrounding these events will virtually always increase -- except perhaps for in the wake of a tragedy. However, the population is something that is growing almost in conjunction with the rate that international sporting events can grow. Methods to curb the population, such as birth control pills, prophylactics, and various other measures, have produced tepid results at best. In countries that have traditionally been regarded as the third world, these measures are largely ineffectual. Also, another potentially useful effect of advancements in science and technology is that in several parts of the world -- particularly in developed nations -- people are living longer than they have ever before. This fact also bodes well for the growth of international sporting events, as there were will be more (healthier people) to market these events to.

As previously alluded to, the only possible circumstance that could stymie the growth of international sporting events would be some travesty that occurs at one of them. With the current global climate one in which terrorism is carefully scrutinized and rampant in some parts of the world, such an occurrence may possibly be a viable threat. One of the most devastating acts of terrorism to occur in the U.S. -- particularly that enacted by a foreign presence -- was the destruction of the World Trade Center, the attempted destruction of the Pentagon, and another attempted act of destruction in San Francisco which is collectively called "the most devastating attack on American soil in modern times" (Baker et al.). It might be difficult to recall during contemporary times, but in the time period immediately following those acts there was a substantial decline in the sale of airplane tickets throughout the continental U.S. This decline was directly related to the fact that all of the aforementioned terrorist acts were created by taking over and crashing airplanes. Conceivably, then, an act of terrorism that might take place at an international sporting event could cause the same effect -- a decline in sales and attendance.