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"Global celebrity is created by a ménage a trois: professional sports, television, and multinational corporations. Recognizing how commercialization has transformed sports, Smart discusses how television contracts dictate the number of commercial breaks per game and how athletes are required to use the equipment they endorse." (A. Guttmann CHOICE )
Review
"Global celebrity is created by a menage a trois: professional sports, television, and multinational corporations. Recognizing how commercialization has transformed sports, Smart discusses how television contracts dictate the number of commercial breaks per game and how athletes are required to use the equipment they endorse." -- A. Guttmann CHOICE 20060201
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Sport is now at the heart of contemporary culture and in the words of one commercially interested observer seems destined to 'define the culture of the world' (Phil Knight, founder and chairman of Nike corporation, cited in Katz 1994: 199). Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index
Sport is now at the heart of contemporary culture and in the words of one commercially interested observer seems destined to 'define the culture of the world' (Phil Knight, founder and chairman of Nike corporation, cited in Katz 1994: 199). Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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