| Description |
326 pages ; 25 cm |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
The creation of the modern NFL in the 1960s -- No freedom, no football -- The end of the Rozelle era -- The new NFL -- Football as product -- Football in black and white. |
| Summary |
"Professional football in the twenty-first century is a $6 billion sports entertainment industry. In this field-level view of the National Football League since 1960-covering the "modern NFL" led by Pete Rozelle and the "new NFL" led by Paul Tagliabue - Michael Oriard looks closely at the development of the sport and the image of the NFL and its unique place in American life. At the heart of this story is a question with no simple answer: has the extraordinary commercializing and "branding" of NFL football since the late 1980s ironically weakened the cultural power of a sport whose appeal for more than a century was fundamentally noncommercial?" "Oriard traces the evolution of the Super Bowl, the development of NFL Films and ESPN, the rise of the commissioner as corporate CEO, the management of the demands of players, changing attitudes toward race, and the roles of iconic figures such as Vince Lombardi, Joe Namath, and Deion Sanders. What we know as NFL football, Oriard argues, includes what the players themselves do, but it is also in great part how they are represented on television and in other media." "As a member of the Kansas City Chiefs from 1970 through 1973 who lost his job at the end of the first players' strike, Oriard offers unique insight as both insider and historian. Marketing the game as entertainment rather than sport makes the NFL ripe for popular consumption. It also, Oriard warns, risks alienating those passionate fans drawn to the game on the field and its larger-than-life heroes."--BOOK JACKET. |
| Subject |
Football -- United States -- Marketing.
|
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Football. |
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United States. |
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Marketing. |
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Football -- United States -- Management.
|
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Management. |
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National Football League.
|
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National Football League. |
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Football -- Management. |
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Football -- Marketing. |
| Other Form: |
Online version: Oriard, Michael, 1948- Brand NFL. Chapel Hill : University of North Carolina Press, c2007 (OCoLC)608084896 |
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Online version: Oriard, Michael, 1948- Brand NFL. Chapel Hill : University of North Carolina Press, c2007 (OCoLC)627236508 |
| ISBN |
9780807831427 cloth alkaline paper |
|
0807831425 cloth alkaline paper |
|
