American Sports in an Age of Consumption

American Sports in an Age of Consumption

How Commercialization Is Changing the Game

by Cory Hillman

204 pages· 2016· ISBN 9780786498888
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Sports are not what they used to be. New publicly funded stadiums resemble shopping malls. Fans compete for cash prizes in fantasy sports leagues. Sports video games are now marketing and public relations tools and team logos have become fashionable brands. The larger social meanings sports hold for fans are being eclipsed by their commercial function as a means to sell merchandise and connect corporate sponsors with consumers. This book examines how the American consumer culture affects professional and collegiate sports, reducing fans to consumers and trivializing sports themselves.

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