1 The Contemporary Landscape of Sport Advertising and Promotional Culture

STEVEN J. JACKSON AND DAVID L. ANDREWS

PART I

Signs, Economies and Spaces

2 The Sign of the Swoosh Within 21st‑Century Economies of Sign Value

ROBERT GOLDMAN

3 The Nike Swoosh and the Cultural Politics of Sign Economies

ROBERT GOLDMAN

4 Sports Gambling Cultivation: The Sports‑Media‑Gambling Industrial Complex and the Rise of Integrative Media

BRODY J. RUIHLEY AND ADAM BEISSEL

5 The Paradoxical Politics of Barstool Sports’ Branding and Advertising in the Penn Entertainment Era

KYLE W. KUSZ AND MATTHEW R. HODLER

6 Environmental Pretense: Sport, Advertising and Greenwashing

TOBY MILLER

PART II

Identities, Commodities and Advertising

7 Selling the Revolution: The Accommodation of Radical Politics in Sport Advertising

BRANDON WALLACE

8 The Big Game (Parental Consent Advised): Marketing Directly to Kids to Create Consumer Citizens

RYAN KING‑WHITE, MATT HAWZEN AND BRETT GEAMAN

9 Valuing Disability: Economies of Visibility, Paralympic Cripvertising and the Disabled Body Politic

EMMA PULLEN AND MICHAEL SILK

10 Corporate Cosmopolitanism, Glocalization and Cyber Ethno‑Nationalism: Production and Consumption of Nike Japan’s Advertisement ‘You Can’t Stop Us: The Future Isn’t Waiting’

KOJI KOBAYASHI

11 Sport and Corporate Nationalism in India: Nike, Cricket and the Representation and Commodification of Indian Identity

SUDDHABRATA DEB ROY AND STEVEN J. JACKSON

PART III

Gendered/Sexed Subjectivities and Advertising

12 “If You Let Me Play”: Girls’ Empowerment and Transgender Exclusion in Sports

JENNIFER McCLEAREN

13 (Post)Feminism and Football: An Exploration of Transnational Advertising at the FIFA23 Women’s World Cup

ANNA POSBERGH, JULIE E. BRICE AND DAVID L. ANDREWS

14 “Earnin’ It”: NFL Promotional Strategies to Engage Female Fans

DAFNA KAUFMAN

15 “Playing For Our Team”: The WNBA, LGBTQ+ Advertising and Neoliberal Capitalism

MARY G. McDONALD AND SARAH BARNES

16 Sport, Beer Advertising and Corporate Nationalism in Canada: Three Decades of Molson Beer Advertising’s Articulation of National Identity, Masculinityand Consumer Citizenship

STEVEN J. JACKSON