Table of Contents

Heroism, Fame and Celebrity in the World of Sport
The Development of Modern Sport in Britain and America
The Professionalization of Modern Sport
Media, Sponsorship and Sport Stardom
Corporate Culture and the Branding of the Sport Star
Nike, Michael Jordan and Tiger Woods
Cultures of Sport Stardom
David Beckham and Anna Kournikova
Concluding Remarks
Sport Stars, Authenticity and Charisma

About the Author

Barry Smart is Professor of Sociology at the University of Portsmouth and has longstanding research interests in the fields of social theory, political economy, and philosophy. His research interests include critical social research ethics; higher education; and collaborative work on veganism, ethics, lifestyle and environment. 

Reviews

"Global celebrity is created by a ménage a trois: professional sports, television, and multinational corporations. Recognizing how commercialization has transformed sports, Smart discusses how television contracts dictate the number of commercial breaks per game and how athletes are required to use the equipment they endorse."
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