ABSTRACT
In this chapter we will take a look at the differences in publicity in sports around the world. We will look at the different perceptions that the global sports community has in promoting sports, the value of regionalization, the ways to approach pitching in different places, and how to deal with media that American publicists may not be familiar with. Again, some of the principles here are the basic ones, but since the global spectrum of sports is ever-growing and opportunities from online to digital television and global branding are quickly advancing, the ways to apply these principles to specific global trends and have the publicist be successful are really essential to explain in this format. The global landscape in all the business world has changed and sports is no different. The advent of the internet, digital TV, and the growth of sports worldwide, the opportunities to carve a niche, and work with worldwide media to identify and publicize sports, from poker to basketball, are very exciting. With that in mind, the important thing when looking at these opportunities is to not think like the ugly American. Yes, many opportunities for growth do exist around the world for fans to want to “Be like Mike,” as the popular slogan for Michael Jordan used to say. However, there are many nuances that are important for you to learn in order to get off on the right foot and grow your publicity opportunities on a global basis. Now there are several sports that have long been established as worldwide entities, and their participation numbers reflect that. Tennis, soccer (known everywhere else as football), basketball, and figure skating are probably the most promotable on a global basis. There are also the Olympics and the other global events that we will look at in this chapter. Those too have their challenges as you go from global region to global region, and it is important to understand not only the culture of those who play, but those who watch, and those who cover the game as you grow your business plan.
