Abstract

The present article analyses the effects of globalisation and the influence of local cultures on the development and use of sport technologies, such as, for example, sailing boats, bicycles, skis, etc., and on the expansion of commercialisation markets for sports articles.  It is pointed out that, only when there is a profound differentiation in a specific sport technology can the diversity of global and local effects become visible.  Against the thesis of a world standardisation of uniform goods and services and, therefore, of an evening up in the practice of sports, is the fact that with technological development the “degrees of liberty” increase enormously, opening up a practically inexhaustible space to individualisation and  the capacity of adaptation to local cultures.