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Brand NFLMaking and Selling America's Favorite Sport$
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Michael Oriard

Print publication date: 2010

Print ISBN-13: 9780807871560

Published to North Carolina Scholarship Online: July 2014

DOI: 10.5149/9780807899656_oriard

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The New NFL

The New NFL

(p.140) 4 The New NFL
Brand NFL

Michael Oriard

University of North Carolina Press

The chapter focuses on the emergence of the “new NFL” in the 1990s and its economic foundation. Labor peace, television contracts, and stadium revenue played an important role in the progress of the NFL. The chapter examines Paul Tagliabue's analysis relating to the entertainment business, stadium economics, and labor peace. It presents a discussion on the collective bargaining agreement, marketing, and branding of NFL football, and the passion of the fans for the game. It discusses the stability in the financial structure of the NFL and the role of free agency in its prosperity. The imposition of a salary cap and shared revenues contributed to the emergence of the new NFL.

Keywords:   labor peace, Paul Tagliabue, New NFL, salary cap, branding, marketing, collective bargaining agreement

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