Summary
Contents
Subject index
Sport is the most universal feature of popular culture. It crosses language barriers and slices through national boundaries, attracting both spectators and participants, to a common lingua franca of passions, obsessions and desires. This book brings to light the connections between sport and culture. It argues that although sport is obviously a source of pleasure, it is also part of the government of everyday life. The creation of a sporting calendar, movements of rational recreation and the development of physical education in the public sector, are read as ways of disciplining and shaping urban-industrial populations. In addition, sport is examined as a principal front of globalization. The sports process draws t
The ‘G-Word’ Meets the ‘S-Word’
The ‘G-Word’ Meets the ‘S-Word’
NEW YORK & ATLANTA, June 9 – The National Basketball Association [NBA] and The Coca-Cola Company today announced the next four-year chapter in their unprecedented ‘100-year global marketing partnership’. This partnership reflects the expected limitless length of the relationship between the two organizations and their powerful brands worldwide. The arrangement includes increased global advertising and extensive promotional and grassroots activities for Sprite, as well as several new initiatives to encourage international growth and brand awareness. (‘NBA’, 1999)
Sprite showed the biggest growth of any soft drink in the world in the last five years of the 1990s, and the NBA led US sports franchises. Their interpenetrated strategies for sales, or ‘joint brand-building’, saw over 100 NBA–Sprite promotions ...
- Loading...