by James Crabtree, Fri Mar 02, 2007 at 11:55:44 AM EST
No, this isn't a pop quiz. It's the second in my rather faltering series of thoughts on "globalization from the road," this time from Kerala, in South India. As you know, NDN is keen on soccer, having run some tremendous campaigns using the sport to connect with the hispanic committee. But, that isn't all that the beautiful game has to teach the Democratic presidential hopefuls.
I haven't actually read Frank Foer's book on soccer and globalization. I should have, but there you go. Everyone says it is very good, and I apologise in advance if I'm making the same points he does. But I have been ceaselessly struck on my travels by the power of soccer. And not just any type of soccer, neither. It doesn't matter if it is Malaysian billboard or Thailand metro adverts; Singaporean cable or New Zealand radio; or even the sports pages of cricket crazy India. The world is watching not any old soccer; the world is watching English Soccer. If I were to guesstimate, I would say that the English Premiership has roughly 90% market share in these fast-growing Asian markets, with Spain somewhere around 10%, and the rest absolutely nowhere. That isn't just a result. Its a drubbing.
Now, before you think "smarmy brit bragging about his country's only half decent export", there is a political point to this. And it is wonderfully encapsulated in this quote found in Niall Fergusons book Empire, about the decline of British imperial power. Ferguson quotes Sir Richard Turnbull, the penultimate governor of the British protectorate of Aden (now Yemen, who said, rather perceptively, that:
"When the British Empire finally sinks beneath the waves it will leave only two monuments: the game of Association Football, and the expression "f*ck off."