Although New Zealand exists as a small (pop. 4.3 million), peripheral nation in the global economy, it offers a unique site through which to examine the complex, but uneven, interplay between global forces and long-standing national traditions and cultural identities. This book examines the profound impact of globalization on the national sport of rugby and New Zealand's iconic team, the All Blacks. Since 1995, the national sport of rugby has undergone significant change, most notably due to the New Zealand Rugby Union's lucrative and ongoing corporate partnerships with Rupert Murdoch's News Corporation and global sportswear giant Adidas. The authors explore these significant developments and pressures alongside the resulting tensions and contradictions that have emerged as the All Blacks, and other aspects of national heritage and indigenous identity, have been steadily incorporated into a global promotional culture. Following recent research in cultural studies, they highlight the intensive, but contested, commodification of the All Blacks to illuminate the ongoing transformation of rugby in New Zealand by corporate imperatives and the imaginations of marketers, most notably through the production of a complex discourse of corporate nationalism within Adidas's evolving local and global advertising campaigns.

Explores the relationship between sport and national identities within the context of globalization in the modern era.

While globalisation has undoubtedly occurred in many social fields, in sport the importance of ‘the nation’ has remained. This book examines the continuing but contested relevance of national identities in sport within the context of globalising forces. Including case studies from around the world, it considers the significance of sport in divided societies, former global empires and aspirational nations within federal states. Each chapter looks at sport not only as a reflection of national rivalries but also as a changing cultural tradition that facilitates the reimagining of borders, boundaries and identities. The book questions how these national, state and global identifications are invoked through sporting structures and practices, both in the past and the present. Truly international in perspective, it features case studies from across Europe, the UK, the USA and China and touches on the topics of race, religion, terrorism, separatism, nationalism and militarism. Sport and National Identities: Globalisation and Conflict is fascinating reading for anyone with an interest in the sociology of sport or the relationship between sport, politics, geography and history. Chapter 8 of this book is freely available as a downloadable Open Access PDF at http://www.taylorfrancis.com under a Creative Commons Attribution-Non Commercial-No Derivatives (CC-BY-NC-ND) 4.0 license.

The mention of sport mega-events conjures up images and memories of London 2012 or anticipation of FIFA 2014, the 2016 Rio Olympics and beyond. Indeed, the expanding annual calendar of sport mega-events, both in terms of the bidding process and the actual hosting of the event means that there is rarely time for considered reflection. This is particularly true within the context of neo-liberalism and an obsession with creating world class sporting cities that are propelled by state-private promotional discourses that often silence oppositional voices.This edited collection focuses on Rugby World Cup 2011 in order to examine the contested terrain of one particular sport mega-event with respect to its economic, political and cultural impact both locally and globally. As an event, the 2011 Rugby World Cup was unique in many ways but perhaps the most notable are the nations remote geographic location and at just over four million people its small population. This anthology addresses how the Rugby World Cup has changed since its inception in 1987 including a major shift in the globalisation of the game, professionalization, player migration and television and sponsorship rights. The core of the anthology explores how the event impacted on various segments of New Zealand society: from the state to regions and individual citizens. Collectively the implications are relevant for all who are interested in sport mega-events whether it is from a political, economic, scholarly or policy perspective.This book was published a sa special issue of Sport and Society.

Sport and nationalism are arguably two of the most emotional issues in the modern world. Both inspire intense devotion and frequently lead to violence. In this book, Alan Bairner discusses the relationship between sport and national identities in Europe and North America—specifically Ireland, Scotland, Sweden, the United States, and Canada—within the context of a broader theoretical debate about the impact of globalization in the modern era. Through a unique comparative perspective, the author sheds new light on the ways sport impacts the construction and reproduction of national identities. Ultimately, the work considers the role of sport in allowing nations and nationalists to resist, or at least come to terms with, powerful globalizing pressures.

Citizenship has become a widely significant and hotly contested academic concept. Though the term may seem obvious, citizenship carries a range of subtle social and political meanings. This volume explores citizenship as it relates to sport, on the micro and macro level of analysis and in a variety of geo-political contexts. Citizenship is a central organizing principle of international competition such as the Olympic Games. Furthermore, sport is used to teach, symbolize and perform citizenship. While related to national identity, citizenship pertains more precisely to how citizens are legally and politically recognized by the state and how citizens engage within the nation state. This volume traces the roots of discourses on citizenship before illustrating a variety of ways in which citizenship and sport impinge upon each other in contemporary contexts. This bookw as published as a special issue of Sport in Society.