We advocate championing the local over the global in discussing the current
state and future possibilities for sport. The social study of events reveals the
ongoing need for a broader social scientific approach that challenges the dominant managerial/marketing model of engaging with events and sports
operations. New technologies of communication can provide the impetus for
change, although at the same time sporting organisations and media corporations
are also responding to new possibilities in efforts to further commodify spectating
practice. It is important, therefore, to continue to explore the impact of new
technologies on sport and spectators before making concrete assessments.