This book brings together international scholars from disciplines including sport history, sociology, journalism, economics, sport development and management to explore the significance of sport in contemporary Korea. It plots the evolution of sport in Korea and envisions the possibilities for its future.

Dae Hee Kwak is Associate Professor of Sport Management and Director of the Center for Sport Marketing Research at the University of Michigan, USA

Yong Jae Ko is Associate Professor in the Department of Tourism, Recreation, and Sport Management and Director of Advanced Sport Marketing Research Lab at the University of Florida, USA

Inkyu Kang is Associate Professor of Journalism in the School of Humanities and Social Sciences at Penn State University, USA

Mark Rosentraub is Professor of Sport Management and Director of the Center for Sport and Policy at the University of Michigan, USA

Introduction [Dae Hee Kwak, Inkyu Kang, Yong Jae Ko and Mark Rosentraub] Part I: Sport History, Nationalism and Culture 1. Sport in Modern Korea: A Historical Perspective [Dae Hee Kwak and Joon-Ho Kang] 2. Becoming a Member of the Japanese National Football Team as a Korean: The 1936 Berlin Olympic Trials and Colonial Korea [Seok Lee] 3. Diplomacy in Play: The Role of Sport in Early Korea-Israel Relations [Guy Podoler] 4. Who's Afraid of Soccer Fans? The Double-Edged Sword of South Korea's Sports Nationalism [Inkyu Kang] 5. Vanishing Species or Still Vigorous Players: Korean Newspaper Sports Journalists in a Rapidly Changing Industry [Sang Keon Yoo] 6. A Philosophical Problem of the Korean Church's Missiological Use of Sports [Song-Chong Lee] 7. The North and South Korean Relations and Sport: Displaying Unified Korean Nationalism at the 2002 Busan Asian Games [Jung Woo Lee] 8. Nationalizing the Balletic Body in Olympic Figure Skating [Chuyun Oh] Part II: Sport Development, Business and Policy 9. Changes in Habitual Attending in Korean Baseball Games [Hayley Jang and Young Hoon Lee] 10. Comparative analysis of American antitrust law and Korean monopoly regulation and fair trade act: Unfair trade practice and labor relations in Korean professional baseball[Sungho Cho and Dal-Young Chang] 11. Substitution between Soccer and Baseball in South Korea [Stefan Szymanski and Jai Ku Sun] 12. Reorganization Challenges Facing Korean Baseball [Rodney Fort] 13. Corporate Social Responsibility Strategies for Korean Professional Sport Leagues [Jaedeock Lee and Robert P. Fleischman] 14. The Impact of Mega-Sporting Events on Host Country Image and Brand Perception: A Case of 2011 Daegu IAAF Championships [Yongjae Kim] 15. Value-Based Taekwondo: Future Directions for Business and Education [Yong Jae Ko, Il Rang Lee, Yong-Kyu Chang and Jin-Bang Yang]