As transnational corporations try to sell every product to every possible consumer, the sport business has evolved to incorporate emotional management strategies. Sports marketing strategies involve the systematic management of fans’ emotions, beginning with the arousal of expectations. From there, these feelings are channeled into identifiable emotional displays, facilitated by elite athletes and coaches. In addition, media pundits contribute to the management of fans’ emotions. In addition, stage setters encourage a variety of emotional responses throughout the game.
The evolution of sports is often seen as a reflection of the changing world around us. The West has dominated the production and consumption of global sports products, and the aesthetic, societal, and physical values associated with western sports have also been largely influenced. This is not to say that non-Western sports have been eliminated, however. Yoga and other non-Western sports have emerged as significant elements of sports cultures in North America and Europe. While these cultural influences continue to shape the sport industry, they do not necessarily indicate that it is a global phenomenon.
Despite their importance in the world of sport, many societies have struggled to develop the necessary resources to support such programs. As a result, the Soviet Union suppressed reformist movements in Hungary and Czechoslovakia. However, these countries were still able to participate in a number of Olympic competitions. In 1956 and 1968, the Soviet Union and the Czech Republic played each other in an ice hockey match and a water-polo game. In both cases, the Soviets were defeated, but it was the victory of national identity that gave them the freedom to compete on the world stage.