ABSTRACT
Globalization has influenced everyday life socially, culturally, and economically. Understanding the impact of globalization on managing sport business is becoming increasingly imperative. As the globalization in sports progresses rapidly, critical and complex issues have emerged; it would be necessary for sport managers to recognize current and potential issues and formulate effective strategies to counter the challenges. In this introductory chapter, some of the contemporary challenges in the globalized sport marketplace are first recognized, which are followed by discussions on developing innovative ideas to address issues and solve problems. In this process, keeping pace with and making good use of technology advancement are highlighted.
