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Enabling JavaScript in your browser will allow you to experience all the features of our site. Learn how to enable JavaScript on your browser. In this astute field-level view of the National Football League since , Michael Oriard looks closely at the development of the sport and at the image of the NFL and its unique place in American life.


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Table of Contents Contents Introduction Chapter 1. No Freedom, No Football Chapter 3. The End of the Rozelle Era Chapter 4. Click on the cover image above to read some pages of this book!

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Brand NFL: Making and Selling America's Favorite Sport (Caravan Book)

In this astute field-level view of the National Football League since , Michael Oriard looks closely at the development of the sport and at the image of the NFL and its unique place in American life. New to the paperback edition is Oriard's analysis of the offseason labor negotiations and their potential effects on the future of the sport, and his account of how the NFL is dealing with the latest research on concussions and head injuries.

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Brand NFL explains how [Oriard's] old sport transformed within four decades from 'rinky-dink sideshow, ' baseball's thuggish kid brother, into arguably America's favorite entertainment. Help Centre.


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Brand NFL: Making and Selling America's Favorite Sport

Link Either by signing into your account or linking your membership details before your order is placed. Description Table of Contents Product Details Click on the cover image above to read some pages of this book!


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Oriard, a former NFL offensive lineman in the s and now a university professor, examines how the NFL became a business titan, examining the effects of such landmark events as the hiring of NFL commissioner Pete Rozelle and how the labor agreement between the players and owners made the league's economic structure more stable and thus much more lucrative. Oriard sometimes gets off track in detailing the league's rise to iconic status, but even his diversions on the players' struggles with owners and how racial stereotyping even when black quarterbacks are no longer an anomaly still colors the game are enlightening and well researched.

With his casual humor and refreshing lack of academic-speak, Oriard has fashioned a riveting examination of how a violent sport has become a staggering mainstream American success.

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