Contesting The Super Bowl

First published in 1998. Routledge is an imprint of Taylor & Francis, an informa company.

First published in 1998. Routledge is an imprint of Taylor & Francis, an informa company.

While the Super Bowl has become a worldwide cultural event, the annual league championship games had a long history even before the first Super Bowl in January, 1967. From the first American Football League’s attempt to settle the league title on the gridiron in 1926 to the separate NFL and AFL championships of the 1965 season, this history offers a narrative of each game, including line-ups, box scores and team statistics.

In 2016, the Super Bowl, the climactic spectacle of American professional football, celebrated its 50th anniversary. The Super Bowl stands as the broadest ‘shared experience’ in American culture. As television ratings, cultural practices, and scholarly tomes reveal, more people participate in watching the Super Bowl than in any other common endeavour in the United States. The Super Bowl has become a new national holiday dedicated to the celebration of consumption—the driving force underneath modern culture. Beyond the borders of the United States, the Super Bowl does not rank as highly as a global phenomenon, though it increasingly draws larger audiences in a few nations around the globe. Some watch as curious students of American habits, others seem to be developing affinity for American-style football. The global dynamics of the consumption of football reveal much about the dynamics of American ‘soft power’ and cultural influence in the new globalized social networks that are emerging as consumption increasingly powers not only the United States but also the world economy. A Half Century of Super Bowls: National and Global Perspectives on America’s Grandest Spectacle analyzes the Super Bowl in shaping American and global communities and identities. It was originally published as a special issue of the International Journal of the History of Sport.

Includes bibliographical references and index.

The 1960s were a tumultuous period in U.S. history and the sporting world was not immune to the decade's upturn of tradition. As war in Southeast Asia, civil unrest at home and political assassinations rocked the nation, professional football struggled to attract fans. While some players fought for civil rights and others fought overseas, the ideological divides behind the protests and riots in the streets spilled into the locker rooms, and athletes increasingly brought their political beliefs into the sports world. This history describes how a decade of social upheaval affected life on the gridiron, and the personalities and events that shaped the game. The debut of the Super Bowl, soon to become a fixture of American culture, marked a professional sport on the rise. Increasingly lucrative television contracts and innovations in the filming and broadcasting of games expanded pro football's audiences. An authoritarian old guard, best represented by the revered Vince Lombardi, began to give way as star players like Joe Namath commanded new levels of pay and power. And at last, all teams fielded African American players, belatedly beginning the correction of the sport's greatest wrong.

In their efforts to become more customer-focused, companies everywhere find themselves entangled in outmoded systems, metrics, and strategies rooted in their product-centered view of the world. Now, to ease this shift to a customer focus, marketing strategy experts Roland T. Rust, Valarie A. Zeithaml, and Katherine N. Lemon have created a dynamic new model they call "Customer Equity," a strategic framework designed to maximize every firm's most important asset, the total lifetime value of its customer base. The authors' Customer Equity Framework yields powerful insights that will help any business increase the value of its customer base. Rust, Zeithaml, and Lemon introduce the three drivers of customer equity -- Value Equity, Brand Equity, and Retention Equity -- and explain in clear, nontechnical language how managers can base their strategies on one or a combination of these drivers. The authors demonstrate in this breakthrough book how managers can build and employ competitive metrics that reveal their company's Customer Equity relative to their competitors. Based on these metrics, they show how managers can determine which drivers are most important in their industry, how they can make efficient strategic trade-offs between expenditures on these drivers, and how to project a financial return from these expenditures. The final section devotes two chapters to the Customer Pyramid, an approach that segments customers based on their long-term profitability, and an especially important chapter examines the Internet as the ultimate Customer Equity tool. Here the authors show how companies such as Intuit.com, Schwab.com, and Priceline.com have used more than one or all three drivers to increase Customer Equity. In this age of one-to-one marketing, understanding how to drive Customer Equity is central to the success of any firm. In particular, Driving Customer Equity will be essential reading for any marketing manager and, for that matter, any manager concerned with growing the value of the firm's customer base.