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.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
