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101 0 $aeng
181   $ctxt
182   $cc
183   $acr
200 10$aBrand NFL$eMaking and Selling America's Favorite Sport /$fMichael Oriard ; with a new afterword by the author
205   $a[New ed.]
210  1$aChapel Hill [N.C.] :$cUniversity of North Carolina Press,$d2010
210  3$aBaltimore, Md. :$cProject MUSE,$d2013
210  4$dİ2010
215   $a1 online resource (343 p.)
300   $aDescription based upon print version of record.
311   $a0-8078-7156-7 
320   $aIncludes bibliographical references and index.
327   $aThe 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.
330   $aProfessional football today is an$8billion 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.
606   $aFootball$zUnited States$xManagement
606   $aFootball$zUnited States$xMarketing
608   $aElectronic books.
615  0$aFootball$xManagement.
615  0$aFootball$xMarketing.
676   $a796.332/64
700   $aOriard$b Michael$f1948-$0974273
801  0$bMdBmJHUP
801  1$bMdBmJHUP
906   $aBOOK
912   $a9910458891103321
996   $aBrand NFL$92470955
997   $aUNINA