Introduction

Over the past few decades, globalization has been one of the most conspicuous veracities, opportunities, and challenges faced by every corner of the world. Regardless of one's will, today it is nearly impossible for an individual to live without the influence of a globalized world. In a world economy, individual national economies are now more closely integrated with each other than ever before. Thus, it is common that economic integration often comes first into people's minds when they speak of globalization and perceive it as the primary effect of globalization. It is inevitable that globalization has had significant impact on the sport industry as a globalized marketplace has affected every aspect of human society, including economic, social, and cultural changes. The international nature of modern sport requires sport businesses and organizations to modify their marketing practices in order to attain both effectiveness and competitive advantage in a border-transcended marketplace.