TRENDS IN INTERNATIONAL BUSINESS IN SPORTS

Abstract

This article examines the rapidly evolving landscape of international business in sports. It explores the role of globalization, emphasizing sports' expansion into new markets and mega-events' global showcase. Technological advancements, including virtual reality, blockchain, and data analytics, are transforming fan engagement, performance analysis, and sponsorship. Changing consumer preferences for immersive experiences, sustainability, and social responsibility are reshaping business strategies. Additionally, the article discusses how political and geopolitical factors influence sponsorship, event hosting, and athlete endorsements. It aims to highlight the evolution of the most successful international business ventures, offering valuable insights for professionals and stakeholders navigating the dynamic global sports business ecosystem.