College bowl sponsorship and the increased commercialization of amateur sports

Research output: Contribution to journalArticle

19 Citations (Scopus)

Abstract

This study critiques the increased economic centrality and symbolic visibility of corporate sponsors to college football bowl games, focusing especially on the 1996 "Tostitos" Fiesta Bowl. The paper argues that sponsorship has three major effects on college football: embedding it in tele-spectacle, subordinating it to the commercial function, and perpetuating elitism. The paper argues that corporate sponsorship further devalues the integrity and essence of amateur sports.

Original languageEnglish (US)
Pages (from-to)357-381
Number of pages25
JournalCritical Studies in Media Communication
Volume15
Issue number4
StatePublished - Dec 1 1998

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sponsorship
amateur
commercialization
Sports
Visibility
Economics
integrity
economics

All Science Journal Classification (ASJC) codes

  • Communication

Cite this

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College bowl sponsorship and the increased commercialization of amateur sports. / McAllister, Matthew Paul.

In: Critical Studies in Media Communication, Vol. 15, No. 4, 01.12.1998, p. 357-381.

Research output: Contribution to journalArticle

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