This book captures the contested terrain of contemporary masculinity and explores a range of conceptualisations, with a specific focus on the role of the media and promotional culture within the context of sport. Asking whether sport is the final frontier of masculinity in society, the book focuses on how the production and representation of sport-related advertising and marketing contribute to the shifting and contested nature of masculinity and its alleged crisis. Drawing upon conceptual and empirical examples spanning across sport celebrity, professional sport leagues, beer advertising and indigenous cultures, the authors explore the links between sport, masculinity, promotional and consumer culture. Collectively, the chapters illustrate how advertising and promotional campaigns continue to circulate representations of particular forms of hegemonic masculinity while also accommodating new forms. Sport, Promotional Culture and the Crisis of Masculinity will be of interest to students and scholars in the fields of sociology of sport, media studies, marketing, gender and masculinity studies.

In recent years, the relationship between sport and alcohol has become an increasingly popular topic for study, with many current research projects and publications aligning with a public health or medical focus. This volume prioritizes social inquiry and an emphasis on the sociological study of sport and alcohol to help (re)shape the terms of ongoing debates on this topic. Both emerging and expert scholars capture the contested terrain of the sport-alcohol nexus, exploring a range of issues and controversies with a specific focus on promotional culture, policy legislation/regulation, and identity politics. Chapters discuss the intricate social connections of what has become an entrenched, naturalized and global culture of alcohol promotion and consumption within sport. This volume is intentionally global in focus (with geographical regions represented by both chapter topics as well as contributors) and each chapter adds a truly valuable 'spirit' to making sense of the complex relationship between sport and alcohol.

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