Brand NFL by Michael Oriard

Making and Selling America's Favorite Sport

Offering a view of National Football League since 1960, this book looks at the development of the sport and at the image of NFL and its place in American life. It traces the evolution of Super Bowl, development of NFL Films and ESPN, rise of the commissioner as corporate CEO, the management of player demands, and changing attitudes toward race. Professional football today is a $6 billion sports entertainment industry. In this astute field-level view of the National Football League since 1960, Michael Oriard looks closely at the development of the sport and at the image of the NFL and its unique place in American life. At the heart of this story is a question with no simple answer: has the extraordinary commercializing and "branding" of NFL football since the late 1980s ironically weakened the cultural power of a sport whose appeal for more than a century was fundamentally noncommercial? Oriard skillfully traces the evolution of the Super Bowl, the development of NFL Films and ESPN, the rise of the commissioner as corporate CEO, the management of player demands, changing attitudes toward race, and the roles of icons such as Vince Lombardi, Joe Namath, and Deion Sanders. As a former member of the Kansas City Chiefs (1970-1973) who lost his job at the end of the first players' strike, Oriard offers unique insight as both insider and historian. He details how the game is marketed as entertainment rather than sport, making the NFL ripe for popular consumption. This repackaging, Oriard warns, also risks alienating those passionate fans drawn to the game on the field and its larger-than-life heroes.
`Author(s) :` Michael Oriard	`Format :` Hardback Book
`ISBN-10 :` 0807831425	`ISBN-13 :` 9780807831427
`RRP :` £19.50	`Best available price :` £ / $
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Product Details:

Series Title : Caravan Book

Country Publication : United States

Publication Date : 15/09/2007

Publisher : The University of North Carolina Press

Page Length : 336mm

Page Size : 235mm