Brand NFL: Making and Selling America's Favorite Sport

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Univ of North Carolina Press, Sep 12, 2010 - Sports & Recreation - 344 pages
Professional football today is an $8 billion sports entertainment industry--and the most popular spectator sport in America, with designs on expansion across the globe. In this astute field-level view of the National Football League since 1960, Michael Oriard looks closely at the development of the sport and at the image of the NFL and its unique place in American life. New to the paperback edition is Oriard's analysis of the offseason labor negotiations and their potential effects on the future of the sport, and his account of how the NFL is dealing with the latest research on concussions and head injuries.

 

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Contents

Introduction
1
1 The Creation of the Modern NFL in the 1960s
10
2 No Freedom No Football
55
3 The End of the Rozelle Era
95
4 The New NFL
140
5 Football as Product
175
6 Football in Black and White
210
Conclusion
250
Afterword
258
Notes
265
Acknowledgments
315
Index
317
Copyright

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About the author (2010)

Michael Oriard, a former professional football player, is Distinguished Professor of American Literature and Culture and Associate Dean of the College of Liberal Arts at Oregon State University. He is author of several books on football, most recently, Bowled Over: Big-Time College Football from the Sixties to the BCS Era.

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