Massive changes in all of the world's deeply cherished sporting habits are underway. Whether it's one of London's parks full of people playing softball,and Russians taking up rugby(橄榄球), or the Superbowl rivaling the British Football Cup Final as a televised spectator in Britain, the patterns of players and spectators are changing beyond recognition. We are witnessing a globalization of our sporting culture. That annual bicycle race, the Tour de France, much loved by the French is a good case in point. Just a few years back it was a strictly continental affair with France, Belgium and Holland, Spain and Italy taking part. But in recent years it has been dominated by Colombian mountain climbers, and American and Irish riders. The people who really matter welcome the shift toward globalization. Peugeot, Michelin and Panasonic are multi-national corporations that want worldwide returns for the millions they invest in teams.' So it does them literally a world of good to see this unofficial world championship become just that. This is undoubtedly an economic-based revolution we are witnessing here, one made possible by communications technology, but made to happen because of marketing considerations. The skilfut way in which American football has been sold to Europe is a good example of how all sports will develop. The aim of course is not really to spread the sport for its own sake, but to increase the number of people interested in the major money- s. The economics of the Superbowl are already astronomical. With seats at US $125, gate receipts alone were a staggering $10,000,000. So it came as a terrible shock, but not really as a surprise, to learn that some people are now suggesting that soccer change from being a of two 45-minute halves, to one of four 25-minute quarters. The idea is unashamedly to capture more advertising revenue, without giving any thought for the integrity of a sport which relies for its essence on the flowing nature of the action. Moreover, as sports expand into world markets, and as our choice of sports as consumers also grows, so we will demand to see them played at a higher and higher level. Globalization of sporting culture means that ______.