This article takes a specific action by a powerful transnational media corporation, BSkyB’s failed attempt to buy Manchester United, as a case study of the now crucial relationship between global media and sport in an era of technological expansion. In placing this take-over bid in the contexts of broadcasting, politics, and sport, the complexities of this relationship are illustrated through an analysis of a global media corporation’s conflicts with regulations, new technologies, sentiments, and identities in local, national, and regional arenas. This article illustrates the multidimensionality of globalization, both in terns of economics and culture, to argue that any understanding of globalization requires the analysis of the interaction of a number of places, actors, and tensions—not all of which are simply “global” or “local.”
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