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.
Author(s): Michael L. Silk, David L. Andrews, C. L. Cole
Year: 2005
Language: English
Pages: 256
Preliminaries......Page 2
Contents......Page 6
1 Corporate Nationalism(s)......Page 14
2 Making it Local?......Page 26
3 The Making of the Global Sports Economy......Page 48
4 Sport, Tribes and Technology......Page 80
5 Marketing Generosity......Page 96
6 All-American Girls?......Page 122
7 Imagining Benevolence, Masculinity and Nation......Page 140
8 Beyond Sport......Page 156
9 SEGA Dreamcast......Page 180
10 “Resisting” the Global Media Oligopoly?......Page 200
11 From Pac Bell Park to the Tokyo Dome......Page 240
12 Cultural Contradictions/Contradicting Culture......Page 266
Index......Page 288
