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.

Commodified and Criminalized examines the centrality of sport to discussions of racial ideologies and racist practices in the 21st century. It disputes familiar refrains of racial progress, arguing that athletes sit in a contradictory position masked by the logics of new racism and dominant white racial frames. Contributors discuss athletes ranging from Tiger Woods and Serena Williams to Freddy Adu and Shani Davis. Through dynamic case studies, Commodified and Criminalized unpacks the conversation between black athletes and colorblind discourse, while challenging the assumptions of contemporary sports culture. The contributors in this provocative collection push the conversation beyond the playing field and beyond the racial landscape of sports culture to explore the connections between sports representations and a broader history of racialized violence.

Commodified and Criminalized examines the centrality of sport to discussions of racial ideologies and racist practices in the 21st century. It disputes familiar refrains of racial progress, arguing that athletes sit in a contradictory position masked by the logics of new racism and dominant white racial frames. Contributors discuss athletes ranging from Tiger Woods and Serena Williams to Freddy Adu and Shani Davis. Through dynamic case studies, Commodified and Criminalized unpacks the conversation between black athletes and colorblind discourse, while challenging the assumptions of contemporary sports culture. The contributors in this provocative collection push the conversation beyond the playing field and beyond the racial landscape of sports culture to explore the connections between sports representations and a broader history of racialized violence.

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.