Catching the Stars

“It was an old man who fished alone in a skiff in the Gulf Stream and he had gone eighty-four days now without taking a fish.”
So begins The Old Man and the Sea, Ernest Hemingway’s classic novella published in 1952—a tale that later won the Pulitzer Prize in 1953 and earned Hemingway the Nobel Prize in Literature in 1954.

It tells the story of an old man who ventures into the sea in pursuit of a giant marlin, and the immense struggle that follows—a reflection on endurance, dignity, and the human spirit.

Equally captivating is the real-life tale of Canadian fishermen who, for years, considered bluefin tuna worthless—until global forces rewrote their fortunes.

In the 1970s, international fishing regulations and environmental advocacy banned Japanese trawlers from foreign waters. With an insatiable appetite for bluefin tuna, Japan was forced to import. It went as far as to finance tuna harvesting in parts of Europe.

These tunas, fattened for six months in pens the size of football fields, would be flown across the world and auctioned at Tokyo’s famous Tsukiji fish market.

It became entirely possible that a raw slice of tuna served at an upscale sushi restaurant in Tokyo had been caught just 48 hours earlier by the calloused hands of a fisherman on the other side of the globe.

Remarkably, the Canadians who once discarded tuna as trash began receiving offers of $30,000 per fish from Japanese buyers. Soon, these fish were flown to Tokyo on 747 cargo jets—made feasible by jumbo airliners, mobile phones, and refrigeration technology. By the 1990s, these fishermen had become global players in a multi-billion-dollar industry.

Sasha Issenberg, in his book The Sushi Economy, chronicles this transformation brought about by globalization—how it rewired trade, culture, and aspirations.

The fishermen who once recoiled at the thought of eating raw tuna mastered the delicate art of preserving the kata, the ideal form prized in Japanese tradition, even in the way they handled the fish aboard their boats.

Just like the global journey of the bluefin tuna, globalization has intricately connected countries—economically, socially, and financially—while expanding markets beyond national borders.

And sport, a competitive, physical and mental pursuit that is both educational and entertaining, has not remained untouched by this sweeping wave of change.

With advancements in technology and media, fans can now follow their favorite teams and athletes from anywhere in the world. Events like the FIFA World Cup, Olympic Games, Formula 1, the English Premier League, and the NBA have surged in global popularity, drawing immense audiences and growing fanbases.

Athletes from different nations now compete in international leagues, elevating the quality of play and enriching the experience. Globalization has opened new markets for sports, increasing revenues through broadcasting rights, merchandising, and sponsorships.

Global brands like Nike, Adidas, and Coca-Cola have capitalized on this by sponsoring major events like the FIFA World Cup to amplify their visibility on the world stage.

In doing so, sports have also become powerful platforms for cultural exchange. Events like the Olympics bring together people from diverse backgrounds, fostering understanding and cultural integration.

Digital media has revolutionized access to live sports broadcasts, and social media has become an indispensable tool for fan engagement and marketing.

Moreover, large-scale international events drive tourism and boost local economies. Cities hosting the Olympics, Champions League finals, or World Cup matches see massive influxes of visitors. Even year-round, iconic stadiums like Camp Nou in Barcelona attract millions of sports tourists.

Ultimately, globalization has profoundly transformed the sports industry—spurring growth, innovation, and cultural dialogue. This interconnectedness has created a dynamic ecosystem that benefits athletes, fans, and economies worldwide.

In The Old Man and the Sea, Santiago—embodying perseverance—reflects, “It is good that we do not have to try to kill the stars.”

With this spirit, BV Portföy’s Sports Industry Variable Fund, the first of its kind in Turkey, will be launched via TEFAS in June, giving investors the opportunity to stake a claim in this global, ever-expanding constellation of sports industry stars.

Some drift away from life, others catch the stars.