1. Introduction

Globalization serves as a fundamental driving force behind the evolution of various sectors, with the sports industry being no exception [1]. With the rapid advancement of information technology and the increasing frequency of international exchanges, the sports industry is gradually becoming globalized, exhibiting an unprecedented international trend. From the dissemination of global sports events to the rise of multinational sports brands, globalization has had a profound and complex impact on the sports market, brand marketing, and local sports cultures. As a part of culture, sports have transcended the confines of mere competition, emerging as a vital bridge connecting diverse countries and cultures [2]. However, as the process of globalization progresses, the sports industry also faces a series of challenges, such as intensified market competition and the homogenization of local cultures. This paper aims to investigate the development path of local sports industries in the context of globalization, with the focus on how globalization drives the growth of local sports economies, fosters the development of local sports talent, and accelerates the global dissemination of local sports cultures. Through a case study of the local sports industry in Melbourne, it reveals how international events drive local economic growth, foster the development and enhancement of local sports talent, and explores how globalization, through cultural exchange, facilitates the broad dissemination and recognition of local sports cultures. Thus, it helps uncover the opportunities and challenges of the sports industry in the context of globalization, offering insights for the sustainable development of the sports industry in the future.

2. The Development Path of the Local Sports Industry: The Case of Melbourne

2.1. The Growth of the Local Sports Economy

Under the impetus of globalization, the local sports industry has undergone significant development and transformation, particularly in terms of economic growth and market expansion. The advent of globalization has engendered a proliferation of opportunities within the domain of the local sports industry, concomitantly fostering interaction and integration with related industries, establishing a virtuous cycle [3]. Taking Melbourne as an example, as the sports and cultural hub of Australia, the city has successfully driven the growth of its local sports economy through numerous international sports events, such as the Australian Open. As one of the four Grand Slam tennis tournaments, the Australian Open attracts top global players as well as a large number of international visitors. The international influence of the event has not only increased Melbourne’s global visibility but also stimulated the rapid development of related industries such as tourism, hotels, and catering. During the event, there was a surge of visitors to hotels and restaurants in Melbourne, and local businesses benefited, generating significant economic returns. This shows that globalization has provided more business opportunities and market potential for the local sports industry [4]. The internationalization of the tournament not only enhances the economic value of the sports industry, but also promotes the growth of the overall economy of the city, demonstrating the diversified development path of the local sports industry in the context of globalization.

2.2. The Development of Local Sports Talent

The evolution of the local sports industry is affected by a combination of global sporting events and the identification and nurturing of local talent [5]. The Australian Open, a world-class tournament with a global reach, provides valuable learning opportunities for young Australian tennis players, thereby further contributing to the rise and development of local talent. As an important city for the tennis industry, Melbourne has seen a significant increase in the number of students enrolling in its tennis academies with the growing impact of the event. More and more parents and young athletes are recognizing that professional tennis is not only a challenge in sports, but also a career path with global market potential. To seize this opportunity, Melbourne’s tennis academies have attracted a large number of aspiring athletes. These academies have not only improved the quality of their teaching but collaborated with top international coaches and training programs, adopting advanced global training methods and techniques to further boost the development of their students. Besides, Melbourne’s tennis industry promotes the internationalization of local athletes via collaborations with international organizations and brands. By engaging in competition with players of global renown, local athletes have the opportunity to enhance their individual technical abilities and gain exposure on global competitive platforms, thereby fortifying their international competitiveness. This helps cultivate high-level local players and also brings more business opportunities and market influence to the local sports industry.

2.3. The Cultural Exchange and Spread of Local Sports Culture

With the introduction of international events, the local sports industry has not only driven economic growth but also promoted deeper cultural exchange [6]. Fans from all over the world come together, bringing their passion for sports and their unique sports cultures and traditions. Through watching, interacting, and participating in local cultural activities, these fans integrate their own cultures and perspectives into the local sports atmosphere, creating a multicultural exchange. And this cultural interaction has led to wider recognition and dissemination of local sports culture in the context of globalization. This exchange of sports cultures has not only enhanced local residents’ understanding and interest in sports but broadened their cultural horizons. In particular, by hosting international events such as the Australian Open, Melbourne deepened its local tennis culture, further combining local characteristics with global tennis culture, boosting the attractiveness and participation in local sports activities. In addition, the local sales of sports merchandise driven by international events bring huge economic benefits. During the events, local sports stores and online platforms launched various sports-related products, featuring not only local tennis stars but internationally renowned players, attracting many domestic and international visitors to make purchases. This not only boosts the local retail industry but also increases the exposure of local brands in the international market.

3. Impact of Globalization on Sports Marketing and Culture

3.1. Positive Impact

The positive impact of globalization on the sports industry is explored, with a focus on the role of globalization in market expansion and cultural exchange. It highlights how international events and sports brands leverage globalization to increase visibility, expand markets and foster cross-cultural integration.

3.1.1. Globalization as a Catalyst for Product Recognition and Market Expansion

Globalization is undoubtedly an important catalyst for the development of the sports industry, while also having a profound impact on the dissemination and inheritance of local sports cultures. With the rapid development of the global network, sports events and brands are able to transcend national borders, attracting audiences and consumers worldwide. However, globalization has facilitated the expansion of the market for sports brands, providing opportunities for the global dissemination of local sports culture. In particular, globalization has emerged as a key platform for the dissemination of local sporting cultures. Through international events, local sports features can be understood and embraced by more people. For example, basketball originated in the United States, but with the global development of the NBA, basketball culture has been widely spread around the world. The NBA garners significant viewership and fan base on a global scale, while concurrently fostering the growth of local basketball programs across numerous countries, particularly within the rapidly expanding Asian market. China’s CBA league gradually rose under the global influence of the NBA, and during this process, the NBA not only promoted the basketball sport but advanced the maturity and development of China’s local basketball culture. In addition, the globalization of sports brand promotion has, to some extent, facilitated the inheritance and innovation of local cultures. Through multinational marketing activities, sports brands have not only increased their brand visibility but also allowed more people to understand and accept the sports cultures of different countries and regions. For example, Nike, through sponsoring major international sports events, especially the World Cup and the Olympics, has expanded its global market share, and brought different cultural elements into the global market through athlete endorsements and event broadcasting. Nike’s “Just Do It” advertisements often incorporate multicultural elements, showcasing the diversity of sports and local cultures. As such, the brand not only promotes global market awareness but also fosters the integration of global cultures while respecting local sports cultures [6].

3.1.2. Globalization as a Driver of Cultural Dissemination and Cross-Cultural Integration

Globalization has emerged as a pivotal driver for the dissemination and transmission of local sports cultures worldwide. With the deepening of the globalization process, sports have gradually become a bridge for global cultural exchanges, where local cultures are displayed on a wider stage while simultaneously blending with other cultures. With the global popularity of sports such as soccer and basketball, sports have become arenas for competition, and important platforms for cultural display and recognition. For example, the globalization of the NBA has enabled fans around the world to experience American basketball culture through television and social media. As the basketball markets in regions such as China and Europe have matured, the NBA’s influence has not only promoted the global spread of American basketball culture but also driven the development of local basketball cultures. In China, the NBA has not only brought high-level basketball competition but also influenced the popularization of local basketball, further deepening cultural interaction between China and the United States. Moreover, the globalization of the sports industry has promoted the innovation and integration of local cultures. Through multinational cooperation and the expansion of global markets, sports brands have increased brand recognition and innovated while respecting and inheriting local cultures. For example, brands like Nike, through sponsoring large-scale global sports events such as the World Cup and the Olympics, have not only expanded their market share but also conveyed messages of multiculturalism to global audiences through athlete endorsements, and advertisements. Nike’s advertisements frequently incorporate cultural elements from various countries and regions, and this cultural fusion has driven the brand’s global growth while preserving the uniqueness of local sports cultures within the context of globalization. Moreover, globalization has transformed sports into a catalyst for the development of local cultures. In China, for example, the rising popularity of international events like the NBA has made basketball a core part of youth culture. Chinese basketball culture has flourished in entertainment and competition while nurturing the growth of street basketball and community basketball, hence contributing to the development of regional cultural identities. The diversity and innovation fueled by globalization have enabled local sports cultures to absorb external influences while maintaining their vibrancy and distinctiveness [6].

3.2. Negative Impact

3.2.1. Intensified Competition in Sports Marketing

While globalization has provided significant market opportunities for the sports industry, it has also intensified competition. In the context of globalization, sports brands face not only challenges from local competitors but fierce rivalry with global giants. For instance, the sponsors of international events are often multinational corporations such as Nike and Adidas, which creates a competitive environment that is disadvantageous for local brands when attempting to garner market share. As the global sports market expands, businesses must compete for limited resources, which requires continuous innovation and brand value enhancement to maintain competitiveness. This competition extends beyond the brand level and also impacts the inheritance of local sports cultures. As large multinational sports brands dominate the market, traditional local brands and domestic sports programs often face resource shortages and market contraction. For example, the sponsorship and advertising investments of global sports brands make it difficult for local sports cultures to gain the same level of exposure and promotional opportunities, further exacerbating the marginalization of local cultures. Small businesses and local sports programs that cannot compete with global brands may be eliminated from the market, affecting the continuity of local sports cultures.

3.2.2. Cultural Resistance and Homogenization

While globalization fosters interaction between different regional cultures, it can lead to cultural homogenization and resistance. In some places, the introduction of foreign sports cultures may encounter resistance due to the presence of deeply entrenched cultural traditions, potentially leading to a rejection of the foreign sports culture. This cultural resistance not only affects the globalization process of the sports industry but may lead to the disappearance or transformation of local sports cultures. For example, while football has helped grow the sports industry in Asia, the introduction of Western sports often faces challenges in more culturally conservative countries. In these regions, traditional sports such as martial arts and wrestling still dominate, and Western sports culture struggles to gain acceptance quickly. This cultural resistance extends to the introduction of sports, as well as to the values and norms associated with sports culture, leading to cultural clashes and friction in the globalization process. Cultural homogenization in globalization often weakens the distinctiveness of local cultures, particularly in markets dominated by global brands and large-scale events. For these regions, finding a way to preserve and develop their sports culture amid the tide of globalization has become an urgent issue. Through appropriate policies and market support, local sports cultures can find their place in the globalized world, ensuring both cultural inheritance and innovation.

4. Conclusion

This paper mainly investigates the influence of globalization on local sports industries, particularly focusing on its effects in sports marketing and culture. The results indicate that globalization has greatly boosted the development of local sports industries, including promoting economic growth, facilitating the spread of sports culture, and enhancing the training of local sports talent. Through case studies, such as Melbourne sports events, it can be found that globalization has brought new opportunities to the local economy, strengthened the influence of sports culture, and created more opportunities for the growth of local sports talent. However, there are some limitations, notably in the insufficient discussion of the negative impacts of globalization and the reliance on case studies without extensive data support. Future research could further investigate the negative impacts of globalization on local sports industries, particularly in relation to cultural adaptation and market competition. It could explore the balance between globalization and local culture, examine how digital platforms facilitate the global reach of local sports brands, and analyze the challenges and opportunities different sports face in the globalization process.