Brand NFL MAKING AND SELLING AMERICA’S FAVORITE SPORT

Before it became a ‘‘brand,’’ the National Football League had an image. In fact, for most of its first half-century, the nfl had a serious image problem. Football in the United States developed over the final third of the nineteenth century as an intercollegiate game, and colleges created the standard against which other forms of football would be measured into the 1950s. The professional version developed haphazardly in midwestern mill towns for two decades before it was organized in 1920 into

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BRAND NFL This page intentionally left blank Brand MAKING AND SELLING AMERICA’S FAVORITE SPORT MICHAEL ORIARD the university of north carolina press Chapel Hill ∫ 2007 The University of North Carolina Press All rights reserved Set in Scala and Franklin Gothic types by Keystone Typesetting, Inc. Manufactured in the United States of America This book was published with the assistance of the Thornton H. Brooks Fund of the University of North Carolina Press. The paper in this book meets the guidelines for permanence and durability of the Committee on Production Guidelines for Book Longevity of the Council on Library Resources. Library of Congress Cataloging-in-Publication Data Oriard, Michael, 1948– Brand NFL : making and selling America’s favorite sport / Michael Oriard. p. cm. Includes bibliographical references and index. isbn 978-0-8078-3142-7 (cloth : alk. paper) 1. Football—United States—Marketing. 2. Football—United States— Management. 3. National Football League. I. Title. gv954.3.o75 2007 796.332%64—dc22 2007008867 11 10 09 08 07 5 4 3 2 1 ... - tailieumienphi.vn

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