Therefore, the demand of sponsor and mass media has been changed due to the globalisation of the sport market. Both of them need bring some direct and indirect efforts to all audience. The sponsors want to show their brand on advertising and compete against other companies in the global market.( Cooke, 1994) The motive of the broadcast companies is sell advertising slots at hugely increase prices in the globalisation market during the matches.
British sporting bodies, having previously jealously guarded their non-governmental status, lobbied the government for a ministry of sport to spearhead a drive for British international sporting success. In the event, the government's sports strategy, published as A Sporting Future For All in April 2000, failed to go this far, even if there were references to a 'new deal' between government and sport's governing bodies, the need to enhance the prospects for 'more success for our top competitors and teams in international competition' and the urgent 'need to learn the lessons of our competitor nations': 'Government cannot and should not dictate.
Moreover, the episode, viewed in conjunction with the fiasco regarding the rebuilding of Wembley as a national football stadium, was adjudged to have seriously damaged British prospects of bidding successfully for the 2012 Olympics or the 2014 World Cup. The Blair government appeared guilty of reneging on both election manifesto and ministerial promises as well as of displaying a distinct lack of feel for the politics of international sport. Certainly, the apparent gap between government rhetoric and events suggested a distinct lack of 'joined up government', both within government as well as between it and sporting bodies. (Trenberth, 2003) As one editorial observed, 'unless the Government matches its rhetoric with commitment, we risk being ranked in international sporting terms alongside the likes of Colombia'. Within days, Jacques Rogge, the president of the International Olympic Committee (IOC), implied that these problems had inflicted irreparable damage upon any bid by London to host the 2012 Olympics.
Internationalisation and Globalisation of International Sport
The Olympics have become an efficient machine for transferring wealth from the public to the private sector, providing welfare for a small number of rich corporations. The facilities required for Olympic competitions are usually publicly funded, but the Games' immense profits are diverted to the accounts of the I.O.C., their sponsors and the TV networks. This time around, the Japanese government spent $19 billion on venues, new roads and a new bullet train that stops, conveniently, where Tsutsumi owns a holiday complex. Tsutsumi's companies have carved dozens of ski runs out of the mountains near Nagano. Before the snows fell and turned the area into a picturesque sight, anti-Olympic activists posted pictures on the Internet showing hills scraped clean of forests--bare, grassless slopes remodeled for skiers. These runs look more like freeways than the average ski slope. (Andrew, 1998)