Synopses & Reviews
The world of sport is saturated with the signs and images of multinational corporations. But what effect does the relationship between sport and international corporate capitalism have on national identities? From the growth of women's soccer in the US to the corporate use of sport after 9/11, sporting events and their corporate partners have a profound impact on collective imaginations. Sport and Corporate Nationalisms explores the logics and practices underlying the marketing initiatives of major conglomerates and their influence on the shaping of national cultures. Corporations depend on sport as a vital marketing vehicle for inserting their interests into the lives of local consumers. This book puts forth convincing arguments that relate the role of sport-marketing complexes to national cultural markets in a global age. Sport and Corporate Nationalisms provides a much-needed analysis of the evolution of marketing strategies in the world of sport.
Review
"The organization of the collection is exemplary ... [It] addresses issues that are or certainly should be of central importance to the social scientific study of sport in the West ... One of the best [collections] that I have seen."--Alan Bairner, Loughborough University
About the Author
Michael L. Silk is Assistant Professor, Sport, Commerce and Culture, University of Maryland.
David L. Andrews is Associate Professor of Sport and Cultural Studies, University of Maryland.
C.L. Cole is Associate Professor of Kinesiology, Gender and Women's Studies, Afro-American Studies, Sociology, and The Unit of Criticism and Interpretative Theory, University of Ilinois.
Table of Contents
Introduction--David L. Andrews, Michael L. Silk and C.L. Cole * Multinational Sporting Corporatism * Professional Sport Teams, Global Logos, and the Global Media/Entertainment Industry--Jean Harvey and Alan Law * Corporatizing Sport--Alan Tomlinson * Marketing Generosity--Samantha King * SEGA Dreamcast--Philip Rosson * From Pac Bell to the Tokyo Dome--Jeremy Howell * Transnational Sporting Corporatism * "Every Girl's a Superhero"--Michael D. Giardina and Jennifer L. Metz * Imagining Benevolence and Nation--Mary G. McDonald * Making it Local?--Mark Falcous * Cultural Contradictions / Contradicting Cultures--Trevor Slack, Michael L. Silk and Fan Hong * Sport, Tribes and Technology--Steven J. Jackson and Brendan Hokowhitu * Beyond Sport--John Amis