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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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PRINTED FROM UNIVERSITY OF NORTH CAROLINA PRESS SCHOLARSHIP ONLINE (www.northcarolina.universitypressscholarship.com). (c) Copyright University of North Carolina Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in NCSO for personal use.date: 05 August 2021

Football in Black and White

Football in Black and White

(p.210) 6 Football in Black and White
Brand NFL

Michael Oriard

University of North Carolina Press

TThe chapter describes the racialization and commercialization of NFL football. It looks into racial discrimination and harassment faced by players including racial comments and taunts on the field and in locker rooms. It discusses Jim Brown's autobiography and comments within it that related to racism. It describes a time when black players decided to boycott a game in New Orleans as a protest to racial discrimination faced by them. It identifies the strategy of racial distribution and the balancing of star performers. Discrimination has given rise to an underrepresentation of African American players. Racist assumptions by coaches has resulted in minimal opportunities for African American players to play quarterback in the NFL. It also discusses self-promotion and marketing.

Keywords:   racialization, commercialization, quarterback, African American players, racial discrimination, Jim Brown

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