Sport and Corporate Nationalisms

Book excerpt: 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.