ABSTRACT
This chapter attempts to illustrate how the Korean immigrant group, one of the largest Asian ethnic populations in the US, utilizes sports as an adaptation tool into the host society, especially through its experiences with baseball games. It provides managerial implications toward Korean immigrant major league baseball (MLB) consumers. The chapter focuses on understanding immigrants' experiences in sports as an ethnic minority in the US where arguably sport is considered the most representative culture when considering excessive media coverage allocated to sport and the gigantic scale of the sport industry. It suggests that the cultural elasticity of immigrant sport consumers is defined as the extent of immigrants' reaction or acceptance of the American sports culture based on cultural distance related to sport and preacculturation of immigrants. The following concept and theories are utilized as a lens to expand people understanding of how immigrants view and experience sports in the US: cultural elasticity, acculturation theory and social identity theory.
