Massive changes in all of the world’s deeply cherished spoiling habits are under way. Whether it’s one of London’s parks full of people playing softball, and Russians taking up rugby, or the Superbowl rivaling the British Football Cup Final as a televised spectator event in Britain, the patterns of players and spectators are changing beyond recognition. We are witnessing a globalization of our spoiling culture.
That annual bicycle race, the Tour de France, much loved by the French is a good case in point. Just a few years back it was a strictly continental affair with France, Belgium and Holland, Spain and Italy taking part. But in recent years it has been dominated by Colombian mountain climbers, and American and Irish riders. The people who really matter welcome the shift toward globalization. Peugeot, Michelin and Panasonic are multi-national corporations that want worldwide returns for the millions they invest in teams. So it does them literally a world of good to see this unofficial world championship become just that. This is undoubtedly an economic-based revolution we are witnessing here, one made possible by communications technology, but made to happen because of marketing considerations. Sell the game and you can sell Coca Cola or Budweiser as well.
The skillful way in which American football has been sold to Europe is a good example of how all sports will develop. The aim of course is not really to spread the sport for its own sake, but to increase the number of people interested in the major moneymaking events. The economics of the Super bowl are already astronomical. Willi scats at US $125, gate receipts along were a staggering $10,000,000. The most important statistic of the day, however, was the $100,000,000 in TV advertising fees. Imagine how much that becomes when the eyes of the world are watching.
So it came as a terrible shock, but not really as a surprise, to learn that some people are now suggesting that soccer change from being a game of two 45-minutc halves, to one of four 25-minute quarters. The idea is unashamedly to capture more advertising revenue, without giving any thought for the integrity of a sport which relics for its essence on the flowing nature of the action.
Moreover, as sports expand into world markets, and as our choice of sports as consumers also grows, so we will demand to see that they play at a higher and higher level. In boxing we have already seen numerous, dubious world title categories because people will not pay to see anything less than a “World Title” fight, and this means that the title fights have to be held in different countries around the world!
1.Globalization of sporting culture means that____.
2.Which of the following is NOT related to the massive changes?
3.As is used in the passage, “globalization” comes closest in meaning to____.
4.What is the author’s attitude towards the suggestion to change soccer into one of four 25-minute quarters?
5.Why should the title fights in boxing be held in different countries of the world?
