World Future Society

Sports leagues and fans bow in reverence to tradition and history, but the fact is that much in the world of sports has radically changed. The Manchester United football team can claim not only the expected 75 million fans in the UK, but 14 million fans in Thailand as well. In creating a university's sports-communication program, the author has had to wrestle with the many changes in sports and its role in culture and the economy. He sees the future of the sports industry being shaped by the following 10 controversial issues. The way that these controversies are managed will make a major impact on the prosperity of the games people so enjoy. They are: 1. the turbulent brand, 2. the shattered media, 3. the women's revolution, 4. heretic games, 5. the haves and have-nots of sports, 6. the lost mission, 7. the environmental tightrope, 8. the engineered athlete, 9. the global destiny, and 10. the moral connection.