Sports Advertising, Cultural Production and Corporate Nationalism at the Global-Local Nexus: Branding the New Zealand All Blacks

“Sexual Ornament” or “Spiritual Trainer”? Envisioning and Marketing to a Female Audience Through the NHL’s “Inside the Warrior” Advertising Campaign

“…The critical analysis in this article focuses on (1) how the cultural intermediaries from Conductor imagined and conceptualised female hockey fans as a target audience; (2) a comparative analysis between the creative strategies in the production of the ''Inside the Warrior'' campaign with characteristics of female narratives (e.g., soap operas) to attract a female audience; and (3) the accommodation of resistance to the stereotypical representations of gender in the ''Inside the Warrior'' campaign by the cultural intermediaries. Such an analysis aligns with the burgeoning body of literature on the cultural production of sports advertising that examines the role of advertising practitioners and other cultural intermediaries in mediating between producers and consumers (e.g., Gee, 2009;Gee & Jackson, 2012;Goldman & Papson, 1998;Jackson, Batty, & Scherer, 2001;Kobayashi, 2011Kobayashi, , 2012Scherer, Falcous, & Jackson, 2008;Scherer & Jackson, 2007, 2008a, 2008b. This study is not concerned with the actual work routines or labour processes of the cultural intermediaries, but ''the role [they] play in imagining and constituting specific (ideal) 'market segments' and incorporating them into advertising strategy and end-products (advertisements)'' (Cronin, 2004, p. 357).…”

Sport Mobility and Circuits of Power: The Dynamics of Football Migration in Africa and the 2010 World Cup

“…Sport's commercialisation has also been actively driven by some of the international sport federations, and the Fédération Internationale de Football Association (FIFA) in particular, has led a distinct campaign over the past approximately 15 years to improve the profitability of flagship tournaments such as the FIFA World Cup TM (Kistner and Weinreich, 1998;Sugden and Tomlinson, 1999;Tomlinson and Young, 2006). The increased involvement of multinational corporations through sport sponsorships, and the creation of sport celebrities (such as David Beckham or Michael Schumacher) who are proffered for global consumption, have also accelerated the steadfast commercialisation and globalisation of sport (see Silk and Andrews, 2005;Scherer and Jackson, 2007).…”

Crafting Legacies: The Changing Political Economy of Global Sport and the 2010 FIFA World Cup™

“…This stems from several interrelated forces, such as real rises in disposable incomes in the world's industrialised economies, and concomitant changes in lifestyle and consumption patterns; the growing commercial significance of sport tied to its increased consumption; the consolidation of international televising through the emergence of large multinational broadcasting; and the increased sign commodification of the sector propelled by the growth in the sale of sport memorabilia and the 'retailing' of sport celebrities (see e.g. Slack, 2004;Scherer and Jackson, 2007).…”