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  3. Massive changes in all of the world’s deeply cherished sporting habits are underway. Whether it’s one of London’s parks full of

Massive changes in all of the world’s deeply cherished sporting habits are underway. Whether it’s one of London’s parks full of

admin2016-12-06  61
问题     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, or the Superbowl rivaling the British Football Cup Final as a televised spectator event 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 me 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 mat.
    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. Sell the game and you can sell Coca Cola or Budweiser as well.
    The skilful 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-making events. The economics of the Superbowl are already astronomical. With seats at US $125, gate receipts alone were a staggering $10,000,000. The most important statistic of the day, however, was the $100,000,000 in TV advertising fees. Imagine how much that becomes when the eyes of the world are watching.
    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 game 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. In boxing we have already seen numerous, dubious world title categories because people will not pay to see anything less than a "World Title" fight, and this means that the title fights have to be held in different countries around the world!
What makes the globalization of sporting culture possible?
选项
答案Communications technology．
解析 第4段开头的this和句子中间的economic—based revolution指的部是“体育全球化”这个现象，后面的one made possible by communications technology表明“体育全球化”得以成为可能，全因为communications technology。要注意，本句末尾提到的but made to happen because of marketing considerations是指市场策略的考虑使得体育文化全球化成真，但本题是问怎么才能使“体育文化全球化”成为可能，这就不能回答marketing considerations了，而应回答communications technology。
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