Sport and Corporate Nationalisms (Sport Commerce and Culture)

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. 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.-- Back Cover. Notes On Contributors -- List Of Tables And Figures -- Corporate Nationalism(s) : The Spatial Dimensions Of Sporting Capital / Michael L. Silk, David L. Andrews And C.l. Cole -- Making It Local? National Basketball Association Expansion And English Basketball Subcultures / Mark Falcous And Joseph Maguire -- The Making Of The Global Sports Economy : Isl, Adidas And The Rise Of The Corporate Player In World Sport / Alan Tomlinson -- Sport, Tribes And Technology : The New Zealand All Blacks Haka And The Politics Of Identity / Steven J. Jackson And Brendan Hokowhitu -- Marketing Generosity : The Avon Worldwide Fund For Women's Health And The Reinvention Of Global Corporate Citizenship / Samantha King -- All-american Girls? Corporatizing National Identity And Cultural Citizenship With/in The Wusa / Michael D. Giardina And Jennifer L. Metz -- Imagining Benevolence, Masculinity And Nation : Tragedy, Sport And The Transnational Marketplace / Mary G. Mcdonald -- Beyond Sport : Imaging And Re-imaging A Transnational Brand / Jon Amis -- Sega Dreamcast : National Football Cultures And The New Europeanism / Philip Rosson -- Resisting The Global Media Oligopoly? The Canada Inc. Response / Jean Harvey And Alan Law -- From Pac Bell Park To The Tokyo Dome : Baseball And (inter)nationalism / Jeremy Howell -- Cultural Contradictions/contradicting Culture : Transnational Corporations And The Penetration Of The Chinese Market / Trevor Slack, Michael L. Silk And Fan Hong -- Index. Edited By Michael L. Silk, David L. Andrews And C.l. Cole. Includes Bibliographical References And Index. 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 womens 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. 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