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The saturation of Western media sport markets has prompted a turn to the predominantly youthful, increasingly urbanized cultural milieu associated with forms of “aspirational” middle-class consumption of globalized Western sport. Asia has become a prime target for the expansionary strategies of some of the world’s most powerful professional sports leagues, teams, and media conglomerates. Although other media and cultural industry sectors in Asia, such as film and television drama, enjoy increasing content localization and intraregional exchange, media sport remains decidedly Western dominated. The influence of transnational broadcasters in Asia and the intensive marketing efforts of Western sports interests are combining to privilege European- and American-based sports leagues, such as the English Premier League and the National Basketball Association, which tend to “crowd out” domestic Asian …