• Summary
  • Contents
  • Subject index

Why are sport stars central to celebrity culture? What are the implications of their fame? Proceeding from a broadly based discussion of heroism, fame and celebrity, Smart addresses a number of prominent modern sports and sport stars, including Michael Jordan (basketball), David Beckham (football), Tiger Woods (golf), Anna Kournikova and the Williams sisters (tennis). He analyses the development of modern sport in the UK and USA, demonstrating the key economic and cultural factors that have contributed to the popularity of sport stars, while examining issues such as race and gender, the impact of professionalization, growing media coverage, the role of agents and the increasing presence of commercial corporations providing sponsorship and endorsement contracts. This book situates the sport star as the embodiment of the various tensions of age, class, race, gender and culture. It argues that sporting figures possess an increasingly rare quality of authenticity that gives them the capacity to lift and inspire people. The book is a major contribution to the sociology and culture of sport and celebrity.

Corporate Culture and the Branding of the Sport Star: Nike, Michael Jordan and Tiger Woods
Corporate culture and the branding of the sport star: Nike, Michael Jordan and Tiger Woods
Sport, Culture and Economy

In the closing decades of the twentieth century the popular appeal and cultural and economic significance of sport grew to unprecedented levels. During the 1980s sport became more and more highly commercialised and mass media dependent and since then it has occupied an increasingly prominent economic and cultural position (Wenner 1989). Assessing the rise of sport during the 1980s one analyst remarked that ‘the economic foundation for the modern sport-media boom will remain intact until advertisers find some source of programming radically superior to sport’ (McChesney 1989: 67). Subsequently the popularity of sport ...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles