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.
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