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Sheranne Fairley

Why do some fans travel to follow professional sport teams? In order to answer that question, participant observation and ethnographic interviews were used to examine the motives and behaviors of a group that undertakes a 5-day bus trip to watch its team play in a distant city. Nostalgia was identified as a key element of the experience. In particular, nostalgic recollections of past trips were found to be a vital basis for repeated travel by the group and for socializing new members. Five themes having to do with nostalgia were identified: nostalgia as motive, norms and rituals as objects of nostalgia, best experience as object of nostalgia, nostalgia as a basis for trip suggestions, and nostalgia through socialization. It is suggested that group-based nostalgia can play a more significant role in fan travel behavior than has heretofore been recognized and that nostalgic appeals can foster repeat purchase.

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Keegan Dalal, Lindee Declercq, Megan C. Piché, Craig G. Hyatt, and Michael L. Naraine

emphasized. By promoting the team’s history, it would (a) evoke nostalgia in the fans; (b) highlight a better, more successful time in their history; and (c) serve as an additional revenue generator by driving both attendance and merchandise sales. One example Chowdhry recalled in her final year at MLSE was

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Synthia S. Slowikowski

This essay first considers John MacAloon’s categorization of the sport-festival flame ceremony, particularly his discussion of the ritual as the expression of “spontaneous communitas.” The paper then goes on to forward a broad, transcendent reading of the ritual as it exists in the developed world and in the Olympic Games. The ceremony is proffered as one manifestation of a kind of universal image, and the soundings and bearings of that image as it has become important in physical culture and in the mass media are noted. One sport-festival flame ceremony context is defined by the feelings and emotions that are a part of public life and thought. In this sense the representation, the image, of the lighting of an altar at an athletic festival is recognized as a symbol of nostalgia. Furthermore, in a postmodern sense the ceremony is appraised as it has been selected, invented, and variously blurred, and as it has continued to garner narratives of such ideologies as nostalgia, in contemporary culture.

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Eldon E. Snyder

Nostalgia is an important emotion in society that also has significance for the analysis of sport. Two types of nostalgia are discussed: collective and private nostalgia. The data for this paper were qualitative and collected at sport halls of fame, museums, and archives. Data collection procedures included people’s responses and reactions to the displays, notes of people’s conversations, analysis of sound tracks associated with the displays, photographs, and printed material from the halls of fame and museums. Nostalgia is defined in terms of the remembrance of the past that is imbued with positive feelings such as pleasure, joy, satisfaction, and goodness. These feelings may also be mixed with feelings of sadness. Some implications of nostalgia for the meanings associated with sport are considered.

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Khirey Walker, Brian P. Soebbing, Chad S. Seifried, and Adam G. Pfleegor

Finisher Sports went from a small business to one of the top sports apparel businesses in the United States under the leadership of its founder, George Taylor. After declaring bankruptcy, Taylor sold the business to Carol Anthony, President and CEO of Star Brand Group. Since the purchase, the Star Brand Group believed that Finisher Sports had not realized its full revenue potential. Thus, Anthony organized a think tank to devise solutions. The purpose of the case study is for students, as the members of the think tank, to examine Finisher sports from marketing and organizational behavior perspectives, particularly focusing on the role that the company’s history plays in the marketing and strategic components of the company.

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Stephen P. Andon and Davis W. Houck

This analysis examines the commodification of the 2009 National Hockey League (NHL) Winter Classic, a professional outdoor hockey game staged in Chicago, IL, at Wrigley Field. Given the dynamic relationship between sports and corporate sponsorship, ratings, merchandise, and broadcast-rights contracts, it is critical to understand how the principles of late capitalism influence both the sport and fans in increasingly controlling ways. As a result, this study combines an understanding of the principles of production and consumption, examining how economic principles manifested themselves in the commodification of nostalgic elements and made the NHL Winter Classic the sport’s most lucrative event in decades.

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Jeremy Howell

As part of their “Revolution in Motion” advertising campaign in 1987, Nike introduced the controversial television commericial that featured, as a sound track, the 1968 Beatles song Revolution. Located within a contemporary framework of time and place, emotion and message, politics and consumption, and capitalism and pleasure, the commercial can be articulated to a critical debate that has increasingly come to determine our political and affective lives. This paper focuses on the nature of this debate as it has emerged over the last decade and addresses, among other things, the legacy of the 1960s, the rise of the fitness movement, the insertion of the Baby Boom generation into the marketplace, the definition of American quality of life, and the rise of the political New Right.

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Joseph Maguire

Attention is given to a series of conceptual issues associated with understanding global sport development. Several weaknesses are identified. The figurational approach to the study of sportization and globalization is then outlined. Associations between sport, habitus, identity politics, “willful nostalgia,” and globalization are examined, and a case study of nostalgia and male sporting and political disaster discourse in the British media over the past 2 years is used to highlight some of the issues involved in global sport development.