Abstract
This study examines aspects of globalization and glocalization in three professional basketball leagues (the Euroleague, Australia’s National Basketball League and Japan’s bj-league) and considers the differences in basketball culture between Europe, Australia, Japan and the USA. Qualitative interviews were used to access the perspectives of representatives of the three professional leagues. The study adopts World-systems theory as its theoretical framework. The informants agreed that basketball has experienced globalization and indicated that the global broadcasting of US National Basketball Association (NBA) games has facilitated this. In addition, Japanese teams have developed their own promotional styles based on local traditions; this is evidence of glocalization in the bj-league. It was indicated that the Euroleague style of basketball is more team-oriented than that of the NBA. On the other hand, the style of play in Australia’s NBL consists of a mix of US college basketball, the NBA and European b...
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