Sport Trek: Future Sport Business in the Global Marketplace

To conclude this book we have returned to where we began, which is ironically the future, or more specifically, the future of sport business. As before, we argue that examining the future of sport in isolation is both naive and misleading. The future of sport should be understood within a global context. In other words, we continue to argue that it is best to extrapolate the future for sport by applying trend analysis to the world as a whole first, before arguing sport's place in that future. Throughout this book, we have used the concept of globalisation as the key driver of change and have constructed our discussion around the impact of its continued and increasing importance in the world. The following section highlights the key uncertainties facing the world in general and sport in particular. We are able to identify the nexus points through which various scenarios may come into being. Specifically, we believe that the nexus points that will mediate change include the global economy, technology and culture (or the activities of a few pivotal regions and nations along with their communication and value systems).