• 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.