10. Major Leagues, Major Money: Sports

In this chapter, we look at the many faces of sport as an entertainment. Perhaps nowhere else in the world of entertainment is the impact of marketing felt so strongly as in sports. The supposedly simple act of kicking, catching, dunking, or chipping a ball forms a complex multibillion dollar business, with only a fraction of that from gate admissions.

This Sporting Life

Sports crossed the line from athletic competition to entertainment long ago, combining the event itself with technology that beams it everywhere, creating massive fan bases that have no real geographic boundaries. And, as sports embraced entertainment, entertainment embraced sports, utilizing a rising “jockocracy” to fill the media’s analyst ...

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