International Sports Organizations and Internationalization of Sports Firms

Sport is an international activity due to its cultural, economic and social significance in the global economy. This chapter focuses on the international aspect of sport in terms of international sports organizations and the internationalization of sports firms. To do this, this chapter highlights the role of branding, social media and marketing in international sports activities. This includes a discussion of how the Olympics and World Cup have influenced internationalization and the impact of athletes increasingly becoming global celebrities. The impact of new technological innovations is also stressed that shows the increased international relevance of sport.