Athlete; lifestyle; tv/media; ambassador; advertising sponsor global celebrity. The ambassador: becks, mrs. b, and the boys donate their seconds to red cross. Late 19c modernisation and commercialisation of sport: Standardised, bureaucratised, nationalised, mediatised, commodified, and globalised. Sprt is serious business: think race, gender, colonialism, nationalism, cold war geopolitics. Sport is in many ways, a paradigm of global culture (bale (john, not gareth)) Origins in industrial urban england, then usa. Media is key involvement for globalization of sport. Sport and global issues: eg cold war froze out athletes at 1980 moscow and 1984 la. Sport a paradigm of global culture" (bale, 2003). 19c regulation of sports reflected victorian moral values. Sport for amateurs: chariots of fire and 1924 paris olympics. Play up, play up, and play the game". Sport and europe"s civilising mission in the colonies. Colonialism: cricket in india & the west indies: clr james. De-territorialisation of sport: globalisation of players and fan base and ownership.