Sport is an ever-growing aspect of our cultures and, as access to different avenues of sport begins to present itself, we question the ability of sporting organizations to expand to global level. This literature review will examine the different avenues of sport and the research that has been done regarding their effort to expand on a global scale. Arguably one of sport's most successful avenues to expand globally is football. Football is played in more countries (204) than any other sport. (Klein, 2008) A perfect example of football as a brand that has expanded globally is Manchester United. In a case study by John S. Hill and John Vincent, the globalization of Manchester United's sports brand is examined using David Aaker's brand identity model. (Hill & Vincent, 2006) Aaker's model breaks down what constitutes the central and extended identity of the brand. (Aaker, 1996) These values ​​that constitute the central and extended identity of the brand are the brand as a product, the brand as an organization, the brand as a person and the brand as a symbol. (Aaker, 1996) Hill and Vincent in this case study explain in detail these key values ​​regarding Manchester United, which helps to explain why Manchester United as a football club has been so successful. According to Hill and Vincent the brand as a product is very marketable because it was invented the familiarity of the basic concepts of the sport, the ease of play, the value of the English Premier League as a championship and the country of origin of the modern game. in England. (Hill & Vincent, 2006) The brand as an organization is also marketable due to the club's traditional youth programme, the addition of familiar names and the fast pace of play created to increase enthusiasm among fans. (Hill & Vincent...... middle of paper ...... g sport: evaluating the World Baseball Classic. Soccer & Society, 158-169.Luo, M. (2003, February 9). Rocket's Yao Ming takes Asians to new heights. The Miami Herald. Maguire, J., & Bale, J. (1994). The migration of athletic talent in an interdependent world global: NBA focuses on Africa. International Journal of Sports Marketing & Sponsorship, 40-49. National Basketball Association (2005, April 12). Retrieved from http://www.nba.com/bwb/starsreuniteafrica.htmlThibault, L. (2009: An Inconvenient Truth Journal of Sport Management, 1-20.Wang, C.-M. 2004). Capitalizing on the Great Man: Yao Ming, Asian America and China Global Inter-Asia Cultural Studies, 263-278.