- Summary
- Contents
- Subject index
Fully updated and revised, the Second Edition of Barrie Houlihan's ground-breaking Sport and Society provides students and instructors with a one-stop text that is comprehensive, multi-disciplinary, accessible, international, and engaging. This Second Edition contains five brand new chapters covering key contemporary issues: young athletes and human rights, sport and the city, sport and violence, sport and health, and sport and Islam.
Key Features
Approaches the study of sport from a multi-disciplinary perspective; Presents the importance of social structure, power, and inequality in analyzing the nature and significance of sport in society; Addresses the rapid commercialization and regulation of sport; Engages in comparative analysis to understand problems clearly and produce sound solutions; Expands their knowledge through chapter summaries, guides to further reading, and extensive bibliographies
A superb teaching text, ...
Chapter 13: The Business of Sport
The Business of Sport
In 2006 tennis player Maria Sharapova was expected to earn $20m in marketing activities alone. Her deals with TAG Heuer, Motorola, Canon, Parlux Fragrances, Nike, Prince and Speedminton are likely to make her the richest female athlete in the world. In 2005, sportswear giant Adidas-Salomon signed a deal with FIFA for $351m that gives it rights to all FIFA events from 2007 to 2014. Leicester Tigers Rugby Club increased profits by 28 per cent on a turnover of $22m. Research carried out by Davies (2000) in Sheffield in the UK provided evidence of ...
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