Abstract
It is generally believed that sports in the UK have been fundamentally different from those in the US until now. If the Americanization of the sports is measured by the mass consumption of sports through the mass media, the recent phenomena in UK suggest a widespread Americanization. This is exemplified by such changes as soccer clubs in the UK becoming willing to accept monetary support from the mass media industries and fund raising being carried out by listing in the stock market. Problems from these trends are ; changes in the relationships between clubs and fans, alienation of fans, and loss of cultural identity. In modern society the question becomes, who takes care of common benefits such as social value in enjoyment of sports when the top priority of countless organizations is strictly motivated by profit making? Therefore, it is crucial to find a well balanced relation between social and economic capabilities.
