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Sport and Corporate Nationalisms

The world of sport is saturated with the signs and images of transnational corporations. But what effect does the relationship between sport and transnational corporate capitalism have on national cultural identities? From baseball in Japan to the growth of women's soccer in the US, from the corporate use of sport after September 11th to the FA Cup and the NBA, sporting events and their corporate partners can have a profound impact on collective imaginations at both transnational and local levels. Sport and Corporate Nationalisms explores the localized logics and practices underlying the marketing initiatives of major conglomerates and their increasing influence on the shaping and experiencing 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 growing evolution of marketing strategies in the world of sport.
Product Details

Table of Contents

Introduction Sporting Capital: Multinational and Transnational Corporatism David L. Andrews, University of Maryland, Michael L. Silk, University of Maryland and C.L. Cole, University of Illinois Section One: Multinational Sporting Corporatism Professional Sport Teams, Global Logos, and the Global Media/Entertainment Industry: A Political Economy of Transnational Sport Jean Harvey and Alan Law, both at University of Ottawa Corporatizing Sport: Adidas, ISL and the Reshaping of Sports Political Economy Alan Tomlinson, University of Brighton Marketing Generosity: The Avon Worldwide Fund for Womens Health and the Reinvention of Global Corporate Citizenship Samantha King, Queens University SEGA Dreamcast: National Football Cultures and the New Europeanism Philip Rosson, Dalhousie University, Canada Fram Pac Bell to the Tokyo Dome: Baseball and Economic Nationalism Jeremy Howell, University of San Francisco Section Two: Transnational Sporting Corporatism Every Girls a Superhero: Corporate (Trans)Nationalism(s), Womens Soccer, and Global (W)USA Michael D. Giardina and Jennifer L. Metz, University of Illinois Imagining Benevolence and Nation: Tragedy, Sport and the Transnational Marketplace Mary G. McDonald, Miami University, Ohio Making it Local?: NBA Expansion and the English Basketball Subculture Mark Falcous, University of Otago and Joseph Maguire, Loughborough University Cultural Contradictions / Contradicting Cultures: The Corporate Transnationalization of China? Trevor Slack, University of Alberta, Michael L. Silk, University of Maryland and Fan Hong, DeMontfort University Sport, Tribes and Technology: The New Zealand All Blacks Haka and the Politics of Identity Steven J. Jackson and Brendan Hokowhitu, both at University of Otago, New Zealand Beyond Sport: Imaging and Re-imaging Guiness as a Global Brand John Amis, University of Memphis

Promotional Information

Also available in paperback, 9781859737996 GBP17.99 (December, 2004)

About the Author

Michael L. Silk Assistant Professor,Sport, Commerce and Culture, University of Maryland David L. Andrews Associate Professor of Sport and Cultural Studies, University of Maryland C.L. Cole Associate Professor of Kinesiology, Gender and Women's Studies,Afro-American Studies, Sociology, and The Unit of Criticism and Interpretative Theory, University of Ilinois


'The organisation 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 'This collection of case histories of the relationships between sport, capital and national identity is welcome and timely.' Huw Richards, International Centre for Sports History and Culture

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