Brand NFL: Making and Selling America's Favorite Sport - download pdf or read online

By Michael Oriard

ISBN-10: 0807831425

ISBN-13: 9780807831427

Specialist soccer this day is a $6 billion activities leisure undefined. during this astute field-level view of the nationwide soccer League because 1960, Michael Oriard appears to be like heavily on the improvement of the game and on the photo of the NFL and its exact position in American existence. on the center of this tale is a query with out uncomplicated resolution: has the intense commercializing and ''branding'' of NFL soccer because the past due Eighties paradoxically weakened the cultural strength of a game whose charm for greater than a century used to be essentially noncommercial?

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Whether or not Rozelle and the nfl might have followed a similar course independently, Seiler brought the spectacle and superpatriotism of the Orange Bowl to the Super Bowl. To some degree, the Orange Bowl simply exported Bible Belt piety and Dade County politics to a national tv audience. ’’ Compared to the Orange Bowl, the Super Bowl was actually a restrained 22 T H E C R E AT I O N O F T H E M O D E R N N F L I N T H E 1 9 6 0 S a√air in its early years, though of course that changed. To get ahead of the story for a moment, the intensity of the patriotic display at the Super Bowl slackened with the fall of Saigon and the resignation of Richard Nixon—the end of ‘‘the sixties’’—but routine celebrations of patriotism became as predictable as dousing the winning coach with Gatorade.

Here lay the future of televised football, before any part of it had yet arrived (and before Ed Sabol sold his similar vision to Pete Rozelle). ’’ Or to put the matter more simply, that football by its very nature tells powerful stories. ’’ The upstart afl allowed abc latitude in its game coverage that the nfl would not give cbs. While cbs (and nbc) still shot games from the 50yard line, Arledge (like Sabol) placed cameras and microphones throughout the stadium and along the sidelines. nfl Films built on Arledge’s innovations, and Arledge in turn learned from nfl Films how to achieve a ‘‘cinematic look’’ with low angles and tight close-ups, along with driving music and powerful narration.

About the ‘‘authentic barbarians’’ of the early nfl, men like Green Bay’s Johnny Blood, who trained in brothels and honkytonks and played football with a kind of joyful recklessness that supposedly had disappeared from the game. ’’∂∑ Coaches of old-time players, by necessity, would have had to be closer to harried zookeepers than all-powerful leaders like Lombardi, or sideline ‘‘geniuses’’ like Paul Brown and later Bill Walsh. Pierce lamented the sterility of the modern game and its personalities, the disappearance of football as unleashed Id.

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Brand NFL: Making and Selling America's Favorite Sport by Michael Oriard


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