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The Sports Boom — Football, Pickleball, Tennis and, um, Cricket

Mixed Signals from Semafor Media

CHAPTER

The Commercialization of Sports in Contemporary Culture

This chapter delves into the significant role of branding and sponsorship in sports events like the US Open. It examines the cultural implications of the current sports boom and its reflection on societal trends, drawing parallels to the celebrity culture of the 90s.

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