Sport is still the strongest “live” event.
Sport has both driven & benefitted from globalization.
Broadcast rights for Cricket’s IPL (bought by Star Sports for £2billion), now approaching Premier League football.
Countries (such as China, Qatar) now perceive sport as a foreign policy.
Sport 3rd biggest global industry & football is world’s common language.
Sport enmeshed with new media - Ronaldo first celebrity to 100 million FaceBook “likes.”
Digital economy based on identity and preferences: power & reach of sport set to expand.