Culture, Ethnicity, and Sport Management: A New Zealand Perspective

There is a growing recognition of the need to understand the impacts of culture and ethnicity on sport consumption, and to identify the consequent implications for sport management and marketing. Styles and patterns of sport involvement vary across cultures, sometimes requiring that associated rules, rituals, and ceremonies be modified or adapted to fit particular cultural settings. Patterns and styles of interpersonal communication also vary across cultures. Two dimensions of cultural difference in interpersonal communication - inclusion versus exclusion and egalitarianism versus respect - have particular potential to affect sport participation negatively if they are not accommodated appropriately. Depending on their sensitivity to cultural differences, the policies and practices of sport managers in multicultural settings can enhance or worsen inter-ethnic relations, recruitment, turnover, motivation, and involvement. Needed research and implications for the management of sport are highlighted.