Globalization, Sport and Corporate Nationalism

Jay Scherer (Ph.D., University of Otago) is an Associate Professor in the Faculty of Physical Education and Recreation at the University of Alberta. His research interests include globalization, sport and public policy, and cultural studies of sport and leisure. His work has been published in a wide range of journals including the Sociology of Sport Journal, the International Review for the Sociology of Sport and the Journal of Sport and Social Issues.
Steve Jackson (Ph.D., University of Illinois) is a Professor at the University of Otago, New Zealand, where he teaches Sociology of Sport and Sport, Culture & Media. Currently the President of the International Sociology of Sport Association (ISSA), his research focuses on globalization, media and national identity. He is co-editor of Social and Cultural Diversity in a Sporting World (2008) and Sport, Beer & Gender: Promotional Culture & Everyday Social Life (2009).

Contents: Globalization - Corporate Nationalism - Sport - Advertising and Promotional Culture - New Zealand All Blacks - Adidas - Postcolonial - Neo-liberal.

"An interesting case study of the New Zealand All Blacks - the most iconic brand in all of world rugby. This is a decent account of how the increased commercialisation and open professionalisation of the national game has reshaped rugby in the country. It also tells a tale of how a small nation can play a significant role in the global sports arena." (John Harris, Times Higher Education)