ABSTRACT
More than two billion people watched the finals of the World Cup as they took place in France in the summer of 1998—understanding and cheering the same game. Products that are sold worldwide (such as, Coca-Cola, MasterCard, Nike, and Budweiser) were shown on televisions in homes and clubs throughout Europe, the Americas, Asia, Africa, and Australia. More than 180 countries had competed for the World Cup during the two years leading up to the final game. Now citizens from most of those countries filled the stadium.
