1st Edition
Sport, Advertising and Global Promotional Culture Identities, Commodities, Spaces and Spectacles
This book explores the intersection of contemporary sport, advertising, promotional culture and wider society.
Arguing that advertising and promotional culture remain key driving forces in relation to social structures and systems that contribute to enduring patterns of economic and other forms of inequality, this book examines how sport and related areas of social life continue to be transformed by these forces. Presenting in‑depth international case studies covering topics such as Nike’s sign economies, the sports‑gambling‑media complex, sportswashing/greenwashing, radical politics in sport advertising, sport and corporate nationalism, and girls’ empowerment and transgender exclusion in sports, this book sheds critical new light on some of the most important themes in the study of global consumer culture in the emerging era of surveillance capitalism. Overall, this book examines sport advertising through the lens of the circuit of cultural commodification – including production, representation, consumption and regulation – in order to provide insights into the formation, complexities and contradictions of social identities, commodities and brands.
This is fascinating reading for anybody with an interest in the sociology, culture and politics of sport, or cultural studies, media studies, and the wider politics and social significance of late‑stage capitalism.
1 The Contemporary Landscape of Sport Advertising and Promotional Culture
STEVEN J. JACKSON AND DAVID L. ANDREWS
PART I
Signs, Economies and Spaces
2 The Sign of the Swoosh Within 21st‑Century Economies of Sign Value
ROBERT GOLDMAN
3 The Nike Swoosh and the Cultural Politics of Sign Economies
ROBERT GOLDMAN
4 Sports Gambling Cultivation: The Sports‑Media‑Gambling Industrial Complex and the Rise of Integrative Media
BRODY J. RUIHLEY AND ADAM BEISSEL
5 The Paradoxical Politics of Barstool Sports’ Branding and Advertising in the Penn Entertainment Era
KYLE W. KUSZ AND MATTHEW R. HODLER
6 Environmental Pretense: Sport, Advertising and Greenwashing
TOBY MILLER
PART II
Identities, Commodities and Advertising
7 Selling the Revolution: The Accommodation of Radical Politics in Sport Advertising
BRANDON WALLACE
8 The Big Game (Parental Consent Advised): Marketing Directly to Kids to Create Consumer Citizens
RYAN KING‑WHITE, MATT HAWZEN AND BRETT GEAMAN
9 Valuing Disability: Economies of Visibility, Paralympic Cripvertising and the Disabled Body Politic
EMMA PULLEN AND MICHAEL SILK
10 Corporate Cosmopolitanism, Glocalization and Cyber Ethno‑Nationalism: Production and Consumption of Nike Japan’s Advertisement ‘You Can’t Stop Us: The Future Isn’t Waiting’
KOJI KOBAYASHI
11 Sport and Corporate Nationalism in India: Nike, Cricket and the Representation and Commodification of Indian Identity
SUDDHABRATA DEB ROY AND STEVEN J. JACKSON
PART III
Gendered/Sexed Subjectivities and Advertising
12 “If You Let Me Play”: Girls’ Empowerment and Transgender Exclusion in Sports
JENNIFER McCLEAREN
13 (Post)Feminism and Football: An Exploration of Transnational Advertising at the FIFA23 Women’s World Cup
ANNA POSBERGH, JULIE E. BRICE AND DAVID L. ANDREWS
14 “Earnin’ It”: NFL Promotional Strategies to Engage Female Fans
DAFNA KAUFMAN
15 “Playing For Our Team”: The WNBA, LGBTQ+ Advertising and Neoliberal Capitalism
MARY G. McDONALD AND SARAH BARNES
16 Sport, Beer Advertising and Corporate Nationalism in Canada: Three Decades of Molson Beer Advertising’s Articulation of National Identity, Masculinityand Consumer Citizenship
STEVEN J. JACKSON
Biography
Steven J. Jackson is Professor in the Socio‑Cultural Analysis of Sport at the University of Otago, New Zealand, where he is Co‑Director of the New Zealand Centre for Sport Policy and Politics. His research interests include globalization; national identity; sport and alcohol policy; and sport advertising. Steven is a past president of the International Sociology of Sport Association (ISSA) and a Corresponding Editor for the International Review for the Sociology of Sport.
David L. Andrews is Professor in the Department of Kinesiology at the University of Maryland, USA, where he is Director of the Physical Cultural Studies Program. His research interests include sports and late capitalism; contemporary cultural theory; globalization and sport; social injustices and inequalities; and the sociology of sport, health and physical activity. David serves as Assistant Editor of the Journal of Sport and Social Issues and as editorial board member of the Sociology of Sport Journal, Leisure Studies, Quest and Sport Management Review. He is an elected fellow in the American Academy of Kinesiology and Physical Education (AAKPE).
