Celebration Capitalism and the Olympic Games
The Olympic Games have become the world's greatest media and marketing event-a global celebration of exceptional athletics gilded with corporate cash. Huge corporations vie for association with the "Olympic Image" in the hope of gaining a worldwide marketing audience of billions.
In this provocative critical study of the contemporary Olympics,…
Why read it?
1 author picked Celebration Capitalism and the Olympic Games as one of their favorite books. Why do they recommend it?
Jules Boykoff has been writing about the Olympics for a very long time.
His work is smart, readable, well researched, and grounded in reality. He also happens to have been an Olympic soccer player. So he’s got credibility as a guy who values sports, yet still thinks the Olympics have a lot to answer for.
Celebration Capitalism is the book where Jules lays out his theory of how the Olympics, and other mega-sporting events, capitalize on sports celebrations to further enrich the rich, and impoverish the poor.
He builds on Naomi Klein’s concept of ‘disaster capitalism’ to make this argument,…
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