TY - JOUR
T1 - College bowl sponsorship and the increased commercialization of amateur sports
AU - McAllister, Matthew P.
PY - 1998/12
Y1 - 1998/12
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=0032218488&partnerID=8YFLogxK
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U2 - 10.1080/15295039809367055
DO - 10.1080/15295039809367055
M3 - Article
AN - SCOPUS:0032218488
SN - 1529-5036
VL - 15
SP - 357
EP - 381
JO - Critical Studies in Media Communication
JF - Critical Studies in Media Communication
IS - 4
ER -