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Sport and Corporate Nationalisms (S : Sport, Commerce and Culture - Michael L;Andrews,David L Silk

Sport and Corporate Nationalisms (S

Sport, Commerce and Culture

Hardcover Published: 1st February 2005
ISBN: 9781859737941
Number Of Pages: 308

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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.

Industry Reviews

'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

Introduction Sporting Capital: Multinational and Transnational Corporatism
University of Maryland
University of Maryland and
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
University of Brighton Marketing Generosity
The Avon Worldwide Fund for Womens Health and the Reinvention of Global Corporate Citizenship
Queens University SEGA Dreamcast: National Football Cultures and the New Europeanism
Dalhousie University, Canada Fram Pac Bell to the
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
University of Illinois Imagining Benevolence and Nation: Tragedy, Sport and the Transnational Marketplace
Miami University, Ohio Making it Local?: NBA Expansion and the English Basketball Subculture
University of Otago and Joseph Maguire, Loughborough University Cultural Contradictions / Contradicting Cultures
The Corporate Transnationalization of China?
Trevor Slack, University of Alberta
University of Maryland and Fan Hong, DeMontfort University Sport, Tribes and Technology
The New Zealand All Blacks Haka and the Politics of Identity Steven
both at University of Otago, New Zealand Beyond Sport: Imaging and Re-imaging Guiness as a Global Brand John Amis, University of Memphis
Table of Contents provided by Publisher. All Rights Reserved.

ISBN: 9781859737941
ISBN-10: 1859737943
Series: Sport, Commerce and Culture
Audience: BAC
Format: Hardcover
Language: English
Number Of Pages: 308
Published: 1st February 2005
Publisher: BERG PUBL INC
Country of Publication: GB
Dimensions (cm): 23.4 x 15.6  x 1.91
Weight (kg): 0.61
Edition Number: 1