The world of sport is saturated with the signs and images of transnational corporations. But what effect does the relationship between sport and transnational corporate capitalism have on national cultural identities?From baseball in Japan to the growth of womens soccer in the US, from the corporate use of sport after September 11th to the FA Cup and the NBA, sporting events and their corporate partners can have a profound impact on collective imaginations at both transnational and local levels. Sport and Corporate Nationalisms explores the localized logics and practices underlying the marketing initiatives of major conglomerates and their increasing influence on the shaping and experiencing of national cultures. Corporations depend on sport as a vital marketing vehicle for inserting their interests into the lives of local consumers. This book puts forth convincing arguments that relate the role of sport-marketing complexes to national cultural markets in a global age.Sport and Corporate Nationalisms provides a much-needed analysis of the growing evolution of marketing strategies in the world of sport.

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.

Written by a team of international scholars, Sport and Nationalism in Asia - Power, Politics, and Identity is a collection of original research which addresses a number of issues central to notions of nationalism and identity in sport including: how the Olympics and other international and regional sports events have fostered an active interweaving of sport, politics and nationalism; the role of traditional sport in the building of national consciousness and national identity; the way modern sport creates and reflects nationalism, thereby giving it a voice and a focus. The book covers eight case studies on countries/regions across West Asia, Central Asia and East Asia. It is one of the few works that examines the relationships between sport, politics and nationalism from Asian perspective. This book was published as a special issue of the International Journal of the History of Sport.

This book examines the relationships between sport, nationalism and nation building in China. By exploring the last 150 years of Chinese history, it offers unparalleled depth and breadth of coverage and provides a clear grasp of Chinese sports nationalism from both macro and micro perspectives. Beginning with a discussion on the role of sport in the Qing Dynasty’s Self-Strengthening Movement (1861-1895), the book examines how sport contributed to the shaping of the early forms of Chinese nationalism in the late 19th century. It identifies and defines the core functions of sport in the Chinese Nationalist Revolution which successfully transformed China from a culturally bound empire to a modern nation state in 1911. The following section, on the Republic of China Era (1912-1949), explores the interactions between sport and the construction of Chinese nationalism and national consciousness, illustrating how sport played its part in the building of the newly established nation state. Moving on to the Communist China Era (1949-present), the book scans the whole spectrum of both modern and contemporary Chinese nationalism and interprets the most important issues on the course of China’s nation building, explaining why sport is so tightly bound up with nationalism and patriotism, and how sport became an essential part of nationalists', politicians' and educationalists' strategy to revive the Chinese nation.

How will sport keep pace with current scientific and biological advances? Is the possibility of the 'bionic athlete' that far away and is this notion as bad as it might first appear? Is our fascination with sport winners fascistoid? Questions such as these and many others are posed and examined by the contributors to this volume. Some are sceptical of future developments in sport and demand radical reforms to halt progress, others are more optimistic and propose that sport should adapt to new advances just as other realms of the cultural sphere have to. Some of the topics examined here, such as the genetic engineering of athletes, and the significance of the public's fascination with sport winners, are being discussed for the first time, whilst others such as sex segregation, nationalism and doping are being revisited and reintroduced onto the agenda after a period of suggestive silence. This book provides the reader with a deep insight into the moral and ethical value we place on sport in today's society. Challenging and demanding, its contributors urge us to think again about current sports practices and the future of sport as a cultural phenomenon.