ABSTRACT
After news, sports events probably offer the richest field for globalcasting. Major events like the Olympics, Wimbledon, The World Cup, The Goodwill Games, and The Pan American Games bring together athletes from different countries. The 1990 Goodwill Games demonstrates how international “athletes’ villages” like these present the opportunity to weave together different cultures and different countries to produce a secondary level of audience involvement—a powerfully personal and emotional involvement—that adds a new level of depth and significance to the sports events themselves. The NBA runs about ten clinics abroad each year, in which four NBA coaches visit a country and meet for three days with coaches from the host nation. The teams around the world seem to be doing a pretty good job of making the sport international.
