02527oam 22005774a 450 991078533830332120210212015013.0979-88-908403-5-61-4696-0499-X0-8078-9965-8(CKB)2670000000058464(EBL)605925(OCoLC)689997535(SSID)ssj0000457130(PQKBManifestationID)11305035(PQKBTitleCode)TC0000457130(PQKBWorkID)10414944(PQKB)10641683(StDuBDS)EDZ0000245415(OCoLC)867796902(MdBmJHUP)muse23481(MiAaPQ)EBC605925(EXLCZ)99267000000005846420130712e20132010 uy 0engtxtccrBrand NFLMaking and Selling America's Favorite Sport /Michael Oriard ; with a new afterword by the author[New ed.]Chapel Hill [N.C.] :University of North Carolina Press,2010Baltimore, Md. :Project MUSE,2013©20101 online resource (343 p.)Description based upon print version of record.0-8078-7156-7 Includes bibliographical references and index.The creation of the modern NFL in the 1960's -- No freedom, no football -- The end of the Rozelle era -- The new NFL -- Football as product -- Football in black and white.Professional football today is anbillion sports entertainment industry--and the most popular spectator sport in America, with designs on expansion across the globe. In this astute field-level view of the National Football League since 1960, 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.FootballUnited StatesManagementFootballUnited StatesMarketingFootballManagement.FootballMarketing.796.332/64Oriard Michael1948-1465219MdBmJHUPMdBmJHUPBOOK9910785338303321Brand NFL3758993UNINA