Football Business and Globalization: A DataCo Impact Analysis Report

This research report investigates the impact of globalization on the football business, focusing on Football Dataco. It examines recent trends in the sports industry, analyzes the increasing popularity of football due to globalization, and identifies barriers faced by football businesses, such as competition and technology integration. The report employs a qualitative research method with an interpretivism philosophy and inductive approach, utilizing a descriptive research design. The research includes a literature review covering globalization's influence on sports, the popularity of football, barriers, and recommendations. The methodology involves qualitative data collection. The report concludes with recommendations for mitigating the negative impacts of globalization and enhancing the football business, emphasizing the importance of customer engagement, eco-friendly products, and economic benefits.

RESEARCH PROJECT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Research background..................................................................................................................3
Overview of the company ..........................................................................................................3
Aim & objectives ............................................................................................................................3
Rationale ....................................................................................................................................3
Problem statement.......................................................................................................................4
LITERATURE REVIEW................................................................................................................4
Theme 1: Recent trends of globalization on sports industry......................................................4
Theme 2: Analyse the popularity of football business due to globalization.............................5
Theme 3: Identify the barriers faced by football business due to globalization.......................5
Theme 4: Provide recommendation to reduce the impact of globalization on football business.
.....................................................................................................................................................6
RESEARCH METHODOLOGY.....................................................................................................7
DATA ANALYSIS..........................................................................................................................9
CONCLUSION AND RECOMMENDATIONS..........................................................................15
Conclusion ................................................................................................................................15
Recommendations.....................................................................................................................16
REFERENCES..............................................................................................................................17
APPENDICES...............................................................................................................................20

INTRODUCTION
Research background
Globalisation of football is on the thing which is definitely in the trend which will easily
driving so many changes in the next couple of years. Sports has more significant role in the
society and it becomes more globalised and commercialised over so many years. It has been
strongly believed that it will have the global champions which determine the supporters and
continents over the globe rooting for the bestest players .football has been the most popular sport
which constitute the most dynamic, illuminating and sociological domains of the
globalisation( Mowforth and Munt, 2015).
Overview of the company
Football Dataco is company in the football industry where it grants the license to the 3
party for allowing them to reproducing the particular intellectual properties and it also owned by
the UK's 3 professional football leagues such as the The football league, premier league and also
the Scottish Professional football league. There are so many Football Dataco activities which has
been contracted out for the Press association. Football Dataco charges a standard fees for
continuing the reproduction of the fixture list and also currently it stands with the 266 plus VAT
for printing the fixtures of the English club(Krugman, 2017).
Aim & objectives
Aim
“To determine the impact of globalization on business of football. A study on
Football DataCo”.
Objectives:
 To determine the recent trends of globalization on sports industry.
 To analyse the popularity of football business due to globalization.
 To identify the barriers faced by football business due to globalization.
 To provide recommendation to reduce the impact of globalization on football business.
Rationale
Rationale has been conducting for research about the topic where reasons of the research
has been offered for conducting more research of the impact of the globalisation on the football

business. This research is important for analysing and observing the current situation football
business. It is important to make research before making any of products relating to the football
and also to complete a particular and certain task within the stipulated time of the business.
Rationale of the study has been conducting for the providing the valid arguments about impact
of the globalisation. the impact of the globalization on the football Dataco is to bringing up the
new technology advances of sporting events which has been attract new people(Wright, 2016).
Problem statement
This research is based on the impact of globalisation on business of football and there are
many issues faced by football business in globalisation. It is widely used by the organisations
and business for executing the process for the improvements of the projects and tasks. There are
so many problems, issues and challenges faced by the football businesses such as one of the
main and major problem is providing quality products of football which is essential for surviving
the football business and also it struggles for making the brand image in the market with the
extract of the globalisation. there are several major impacts which has been pretended to the
globalisation which has been consist to the demographic, governance, scientific and economic
interdependence(Kollman, 2016).
LITERATURE REVIEW
Theme 1: Recent trends of globalization on sports industry.
According to the Dickson and Santos, 2016 globalisation has been refers to the sport
industry where the process of expansion of ideas of the sports has been across the world and the
sport is basically the most universal aspect of the popular culture. The global diffusion of the
modern sport has been gathered in the course of the 20th century which has been includes the
number of sports in the current trends. The roots of the modern sport has been founded that the
professional sport has been organised in the cities and towns. Another step of the globalisation
on the sports has been taken for the establishment in the international Olympics committee.
As per the opinion ZHANG, PITTS and KIM, 2017 The current trend of the sports
industry on the globalisation is the new player has been capture the new sectors from which the
demands of the sport products has been increased and its the responsibility of the sport industry
to supply the products which has been fulfilling the needs of players and customers on time.
There are so many sports has been expecting by the players and there are so many trends of the
globalisation on the sports industry such as Distributor disruption where the destination has been

not clear and also adopting the rapidly changes in the landscape of the media, Esport evaluation
where tapping the power of the Esport which has been the top priority for the publishers, media,
brands and traditional sports, content rule which is the key sports engagement of the fan and
evolving the dizzying pace are some trends which has been impact on the globalisation.
Theme 2: Analyse the popularity of football business due to globalization.
According to the Storm and Solberg, 2018 the popularity of the football business due to
the globalisation that the football popularity has been increasing day by day where the people,
children loves to play the football. Whereas, football Dataco has to make footballs in so many
varieties which has been liked by the customers. After the Fifa world cup football sport has been
rapidly famous in the market and local societies also like to watch and play the football which
increase the sales and productivity of the Football Dataco.
As per the opinion Szymanski, Fitzsimmons and Danis, 2019 day by day increasing the
fan of the football player also attract the audience for playing the football sport. Whereas, it also
famous the industry of the football because it has been famous globally across the world so it
increase the demand of the footballs which has been played by the kids and young generations.
From increasing of the popularity of the sport it easily affect the Football Dataco for increasing
the productivity and fulfil the demand of the customers and also providing the best footballs to
its customers.
Theme 3: Identify the barriers faced by football business due to globalization.
According to the Dixon, 2016 there are so many problems and issues has been faced by
the football Dataco in so many ways such as day by day increasing the competition in the market
globally which affect the sales and revenue of the business. As per the opinion the Ali, 2018 the
technology integration in the market also makes a negative impact in the market of the Football
Dataco. Whereas, the hyper focus on the negative stories made for the football game which
affecting the customers.
As per the opinion Crowley‐Henry, O'Connor, and Al Ariss, 2018 the digital age is one
of the enormous opportunity for the football Dataco because all the corners of the football
industry is connected to the digital age and another is changes in the behaviour of the customers,
shifting to the new game and sport which is unlikeable, changes in the media landscape,
introducing to the new technologies which is affecting the customers of the football Dataco.
However, the Kaplanidou and et.al., 2016 said that legal issues such as the rights of the media,

expansion vs exploitation. It is also a barrier which has been faced bye the football Dataco such
as the leak the data of the company which has been affect the tools and techniques which has
been used by the football Dataco for making the best footballs.
Theme 4: Provide recommendation to reduce the impact of globalization on football business.
As per the opinion Crane and Matten, 2016 there are so many things which has been
reduced that doesn't impact the globalisation on the Football Dataco such the investment form
their fan is the most powerful support which result comes in the form of gratifications emotional
of the desires of football fans and also increases the level of competitions which also reduce the
impact providing the best products of football to the customers and also making physical
presence at new location which is easy for customers to buy the products.
However, the Gerhards and Mutz, 2017 said that Globally increasing the values of the
football sport in the audience is naturally impact the other sport industries which increases the
competition so, changing the scenario of the audience in the mind of the customers is necessary
that football has more scope in future rather then any other sport. As per the opinion Hamilton
and Webster, 2018 for reducing the negative impacts of the football Dataco making Eco-friendly
products which doesn't harm the environment and also reusable the materials and also making eh
event of the football also consume so much energy and it also contribute in the air pollution
which harm the environment.
As per the opinion Dixon, 2016 The study has been determining the impact on the
football Dataco that it also affect the economy which delivering the wide benefits to the
communities and individuals. For reducing the impact of globalisation on the football business
helping in the prosperity of the economic, providing opportunities to the employment and also
contributing in increasing the aspirations and raising the level of skills.

RESEARCH METHODOLOGY
It is the process for identifying, selecting and analysing the information about a research
topic. The various methodologies taken for this research project is given below:
Research methods : There are two types of research methods with the help of which a
research is undertaken by a researcher. These are qualitative and quantitative methods.
Qualitative research method is a scientific system of gathering the data which is not in the
numerical form (Kumar, 2019). Quantitative research method is a system where the data is
gathered in numerical form. The researcher has selected qualitative method as it helped it to
attain in-depth knowledge of the impact of globalisation on the football business. This helped the
researcher in filling the bridge between the existing knowledge on a subject matter with the new
acquired data.
Research philosophy : It is defined as a belief about the way or means in which data
related to a phenomenon shall be gathered, evaluated, analysed and used (Mackey and Gass,
2015). The researcher has used interpretivism philosophy in its research which is interpretation
of the elements of study that integrates the interests of human into a research study.
Research approach : It can be described as a plan and systematic procedure that
comprises of several steps of wide assumptions relating to elaborated method of collection of
data, analysis and interpretation. The researcher here has selected inductive approach of research
by the way of research questions for narrowing the scope of study. This method helped the
researcher in ascertaining the recent trends of globalisation on the football business.
Research design : It is type of study such as descriptive, correlation, experimental, meta
analysis etc., data collection methods and a statistical analysis plan. In simpler terms, it is a way
of answering to the problems involved in the research and it can be considered as strategy for
executing the plan (Taylor, Bogdan and DeVault, 2015). The researcher has applied descriptive
research design for attaining the deep knowledge. It is chosen by the researcher because the
study is based on the qualitative method of research which has helped the researcher in analysing
the popularity of business of football because of globalisation.
Data collection : Data can be gathered for the purpose of research by two methods which
are primary and secondary data collection. Primary collection of data refers to the gathering of
data by the researcher itself by the way of survey, observation etc., first handedly. While

secondary data collection is a method where the information is drawn out of the already available
and published data such as from Journals, newspapers, articles, books, internet etc. The research
has both the methods for its study. Questionnaire was prepared by the researcher and asked to
filled it up the respondents for gathering the view of people regarding the impact of globalisation
on the football business. Researcher also applied the secondary method where it gathered
information from secondary sources such as internet, books, journals etc.
Sampling : It is a statistical process that facilitates the researcher in selecting the sample
out of the total population for undertaking a research. There are four types of sampling such as
random sampling, stratified sampling, systematic sampling and multistage sampling (Quinlan
and et.al., 2019). The researcher here has selected random sampling which is selection of the
members/units of the sample randomly and strictly by chance. 20 managers of DataCo has been
selected by the researcher purely on the basis of chance and on random basis for determining the
ways of reducing the barriers faced by organisations in football business due to globalisation.
Data analysis : It is a systematic process of examining, purifying, transforming and
modelling the data with the objective of drawing out meaning information, conclusions that
supports decision making of a researcher (Fletcher, 2017). The researcher has used thematic data
analysis which is a method of determining, analysing and reporting the pattern or structure
within a data. Since, the researcher has used qualitative method, thematic data analysis is applied
as it supports the former method and helps the researcher in analysing the data more effectively.
Ethical considerations : The researcher while carrying out a qualitative research is
expected to behave in the most ethical manner possible. Ethics referred to code of conduct, moral
beliefs or standards for conduct that differentiates between right and wrong. It is the
responsibility of researcher to protect the anonymity and confidentiality of the results obtained
from the primary research of the data (Walliman, 2017.). These are necessary in qualitative
research because it prevents researcher in fabricating the data. This helps in promoting the
fairness and truth of the knowledge which is the primary objective of the research.

DATA ANALYSIS
( Questionnaire is placed in Appendix)
Theme 1: Globalisation has affected the business of football
Particulars Respondents
Yes 12
No 5
May be 3
Interpretation : From the above table and graph, it can be interpreted that 12 respondents
out of the sample population of 20 people who are the managers of DataCo, said that they
believe globalisation has affected the football business in a significant manner. 5 respondents
were of the view that business of football has not been affected by the globalisation while 3 out
of 20 told that globalisation may have affected the industry of football across the world. Thus, it
can be clearly seen from the survey that majority of the people are of the opinion that business of
football is affected by the globalisation in some or another way.
Yes No May be
0
2
4
6
8
10
12
14
12
5
3
Respondents

Theme 2 : globalisation has positively impacted the football business
Particulars Respondents
Agree 8
Strongly agree 2
Disagree 3
Strongly disagree 4
Neutral 3
Interpretation : The above survey depicts that majority of the respondents from the total
sample population of 20 managers of DataCo agree that globalisation has impacted the business
of football in a favourable way while 2 of them strongly agrees the same. As per the secondary
research, people believe that globalisation has created abundant opportunities for the businesses
and players due to globalisation. On the other hand, 3 respondents disagreed that globalisation
Agree
Strongly agree
Disagree
Strongly disagree
Neutral
0
1
2
3
4
5
6
7
8
9
Respondents

has positively affected the football industry while 4 out of 20 strongly disagreed the same. 3
respondents said that they think that globalisation has neither positive nor positive impact on the
business.
Theme 3 : Impacts of globalisation on football industry
Particulars Respondents
Diversification 3
expansion of businesses 7
More venture capital into business 4
Explosion of sports in media 6
Interpretation : From the above survey which was conducted on 20 managers of DataCo,
it can be interpreted that majority of the respondents that is 7 out of 20 were of the opinion that
globalisation has led the business organisation in the football (sport) industry has provided them
the opportunities of expanding their business globally which has resulted them higher
Diversification
expansion of businesses
More venture capital into business
Explosion of sports in media
0
1
2
3
4
5
6
7
8
3
7
4
6
Respondents

profitability and global recognition. From the secondary research also, it has been observed that
organisation in the sports industry has largely benefited in terms of expansion and growth
internationally. 6 respondents said that explosion of media into the football industry has led to
the business organisations to reach customers and viewers through the world which has
significantly affected the business of sports industry. Globalisation has allowed companies to
attract more venture capital which according to 4 respondents is the positive impact of
globalisation on the football business.
Theme 4 : recent trends of globalisation on football business
Particulars Respondents
E-sports evolution 5
new technology 4
Changing customer's habits 4
Sponsorship & Partnership 7
Interpretation : From the survey conducted on 20 managers of DataCo, it was observed
that 7 respondents said that sponsorship and partnerships is one of the recent trend that has taken
the football and sports industry by storm. Sponsorship is considered as the material support for
organising any football event, activity or any campaign. In fact, it is seen as a good means of
E-sports evolution
new technology
Changing customer's habits
Sponsorship & Partnership
0
1
2
3
4
5
6
7
8
5
4 4
7
Respondents

creating brand awareness and to enhance brand loyalty. Also, the players in the football are
hugely benefited by the sponsorships and partnerships as these allows them to concentrate and
focus on their training and worry less about the way from their funding will come (Globalisation,
2019). Sponsorships benefits both the business organisations as well as the teams & athletes in
this particular sports. This has also been supported by literature review which says that
sponsorships and partnerships is one of the major trend that is affecting the industry in a
magnificent way.
4 respondents said that new evolving technology is the recent trend in the football
business which is impacting the way of conducting business in the sports industry. Mobile video
streaming, mobile apps, virtual broadcasts enhancements, athlete data collection, scientifically
designing of training programme for athlete, more enhanced equipments etc., have revolutionised
the football industry in the recent times. 5 respondents said that e-sport evolutional while 4
respondents said that changing customer's habits are the trends of globalisation that are affecting
the football business.
Theme 5 : business of football has gained popularity due to globalisation
Particulars Respondents
Communication infrastructure 4
Evolution of technology 7
Increased role of social media 5
All of the above 4

Interpretation : From the above survey conducted on the 20 managers of DataCo, it was
found out that 7 managers were of the opinion that development in the technology has led to the
immense popularity of football around the world. Broadcasting & streaming of the matches on
the mobile, apps related to this specific sports has enhanced the interests of people in the football
business. 5 managers of the company said that increasing role of media into sport industry is one
of the major reason why the football business has bloomed so significantly in the recent time. As
per the support of literature review, social media has greatly contributed in making the football
business popular. 4 respondents said that communication infrastructure, evolution of technology
and increased role of social media, all has contributed in the popularity of the football business.
Theme 6 : barriers faced by football business due to globalisation
Particulars Respondents
Increased competition 5
Rapid obsolescence of technology 4
Corruption 6
Lessen opportunity for local players 5
Communication infrastructure
Evolution of technology
Increased role of media
All of the above
0
1
2
3
4
5
6
7
8
4
7
5
4
Respondents

Interpretation : From the survey conducted on the 20 managers of the DataCo, it has
been observed that football business is experiencing certain barriers due to the globalisation. 6
respondents said that due to the opening up of the world's economies, the level of corruption has
risen up in the football business. This can particularly be seen by observing increase in the rate of
gambling at the international level. As per findings of literature review, globalisation has in
some-way led to encourage the athletes n consuming banned drugs due to the pressure from
increased competition.
4 respondents said that rapid obsolescence of the technology is one of the barrier which
is faced by football business. Organisations are finding it difficult to adapt to such rapid
evolvement of technology. Also, due to globalisation clubs and teams prefers to hire big and
professionals athletes which reduces the opportunity for the local players. The same barrier was
voted by 5 managers of the DataCo who says that because of this aspect of globalisation, the
football business receives less support from the local communities. While 5 respondents were of
the view that immense and cut throat competition exists because of the globalisation and
companies are finding it major barrier in surviving and expanding their businesses in the
emerging markets of the world.
Increased competition
Rapid obsolescence of technology
Corruption
Lessen opportunity for local players
0
1
2
3
4
5
6
7
5
4
6
5
Respondents

CONCLUSION AND RECOMMENDATIONS
Conclusion
From the above research project, it can be concluded that globalisation has impacted each
and every type of businesses around the world and sport industry is no exception. It was
observed from the survey that majority of the managers of the DataCo were of the opinion that
globalisation has positively impacted the business houses. The concept of globalisation opened
the gate for the sports industry to expand their business in the emerging economies of the world.
It also led to diversification of the business risks by venturing into different markets. It facilitate
the business houses to invest by the way of venture capital and enjoy the benefits of the
opportunities provided by the globalisation.
It was seen technology evolution was the major recent trend of globalisation that has
taken the business of football by storm. Mobile apps, live video streaming, scientific methods of
designing training programs etc., are technological advancements that has affected the industry
in a favourable way. Sponsorships was recognised as the other major trend which benefited the
organisations and athletes in a significant way. Further, it was seen globalisation has not just
provided the opportunities to the football businesses but it has posed some serious barriers before
the industry which has the potential of hampering their growth such as increased competition,
corruption, rapid obsolescence of technology etc.
Recommendations
For overcoming the barriers which are due to the globalisation, DataCo company can
employ some preventive strategies for stabilising its survival and growth in the market. Like for
coping up with the increased competition, it can make its products and services highly
differentiated from its rivals in terms of style, product design, price, utility of products &
services etc (Maderer and Holtbrügge, 2018). Meeting best the expectations of the customers
will help the company in surviving the intense competition in the international sport industry.
For dealing with corruption, good governance and strategies are required to be formulated by the
company so that it does not involve in any such case and prevent itself from corruptive activities.
For gaining the support of local communities, the sport industry shall form collaboration with
different clubs and teams which promotes the young local talents instead of hiring just high

profile professionals for personal gains. This will help in fulfilling the social responsibility which
is expected by the society (Gereffi and Lee, 2016).
Sports industry is prone to rapid obsolescence of technology and maintaining the pace of
evolution is really difficult for the businesses. This is because huge investment is required for
acquiring for setting up of such technology. Such obsolescence can be avoided by the means of
effective actions in planning, designing, constructing, maintenance, operations etc (Shalaby,
2016). The impact of the rapid obsolescence can be reduced by anticipating the change that is
likely to occur in the near future and preparing for the same so that it does not affect the business
s operations adversely. The other way is to accommodate the cost of obsolescence before such
obsolete technology becomes substantial for the company in terms of the changes that are likely
to occur in the future (Kringstad, Solberg and Jakobsen, 2018). These strategies will help the
DataCo company in facing these barriers with much more efficiency and will help it survive in
the global market with stability and profitability.

REFERENCES
Books and Journals
Mowforth, M. and Munt, I., 2015. Tourism and sustainability: Development, globalisation and
new tourism in the third world. Routledge.
Ali, A., 2018. State of Growth Barriers of SMEs in Pakistan: A Review based on Empirical and
Theoretical Models. NICE Research Journal, pp.158-182.
Crane, A. and Matten, D., 2016. Business ethics: Managing corporate citizenship and
sustainability in the age of globalization. Oxford University Press.
Crowley‐Henry, M., O'Connor, E. and Al Ariss, A., 2018. Portrayal of skilled migrants' careers
in business and management studies: A review of the literature and future research
agenda. European Management Review.15(3). pp.375-394.
Dickson, G. and Santos, J.M.M., 2016. Globalisation and professional sport. In Critical issues in
global sport management (pp. 137-149). Routledge.
Dixon, K., 2016. Consuming football in late modern life. Routledge.
Fletcher, A.J., 2017. Applying critical realism in qualitative research: methodology meets
method. International Journal of Social Research Methodology. 20(2). pp.181-194.
Gereffi, G. and Lee, J., 2016. Economic and social upgrading in global value chains and
industrial clusters: Why governance matters. Journal of Business Ethics. 133(1). pp.25-38.
Gerhards, J. and Mutz, M., 2017. Who wins the championship? Market value and team
composition as predictors of success in the top European football leagues. European
Societies.19(3). pp.223-242.
Hamilton, L. and Webster, P., 2018. The international business environment. Oxford University
Press.
Kaplanidou, K.K. and et.al., 2016. Business legacy planning for mega events: The case of the
2022 World Cup in Qatar. Journal of Business Research.69(10). pp.4103-4111.
Kollman, K., 2016. Same-sex unions: the globalisation of an idea. In The same-sex unions
revolution in western democracies. Manchester University Press.

Kringstad, M., Solberg, H. A. and Jakobsen, T. G., 2018. Does live broadcasting reduce stadium
attendance? The case of Norwegian football. Sport, Business and Management: An
International Journal. 8(1). pp.67-81.
Krugman, P., 2017. Crises: The price of globalisation?. In Economics of Globalisation (pp. 31-
50). Routledge.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage Publications
Limited.
Mackey, A. and Gass, S. M., 2015. Second language research: Methodology and design.
Routledge.
Maderer, D. and Holtbrügge, D., 2018. International activities of football clubs, fan attitudes, and
brand loyalty. Journal of Brand Management, pp.1-16.
Quinlan, C and et.al., 2019. Business research methods. South Western Cengage.
Shalaby, S.A., 2016. The Impact of Sports Corruption on Economic Performance Aspects of
Egyptian Football. Journal of Applied Sports Science. 6(4).
Storm, R.K. and Solberg, H.A., 2018. European club capitalism and FIFA redistribution models:
an analysis of development patterns in globalized football. Sport in Society, 21(11),
pp.1850-1865.
Szymanski, M., Fitzsimmons, S.R. and Danis, W.M., 2019. Multicultural managers and
competitive advantage: Evidence from elite football teams. International Business
Review.28(2). pp.305-315.
Taylor, S. J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A
guidebook and resource. John Wiley & Sons.
Walliman, N., 2017. Research methods: The basics. Routledge.
Wright, S., 2016. Language policy and language planning: From nationalism to globalisation.
Springer.
ZHANG, J.J., PITTS, B.G. and KIM, E., 2017. Introduction: sport marketing in a globalized
marketplace. In Contemporary Sport Marketing (pp. 15-34). Routledge.

Online
Globalisation.2019. [Online]. Available through
<https://www.economicsonline.co.uk/Global_economics/Globalisation_introduction.html>

APPENDICES
QUESTIONNAIRE
Name of the company : DataCo
Number of respondents: 20
Name of respondents:
Age :
Gender:
1 Do you think globalisation has affected the business of football ?
 Yes
 No
 May be
2 Do you think globalisation has positively impacted the football business?
 Agree
 Strongly agree
 Disagree
 Strongly disagree
 Neutral
3 What are the impacts of globalisation on football industry ?
 Diversification
 expansion of businesses
 More venture capital into business
 Explosion of sports in media
4 What are the recent trends of globalisation on football business?
 E-sports evolution
 new technology
 Changing customer's habits
 Sponsorship & Partnership
5 How the business of football has gained popularity due to globalisation ?
 Communication infrastructure