How Indy got its groove back? Celebrity culture and the Indy Racing League
by Darcy C. Plymire
International Journal of Sport Management and Marketing (IJSMM), Vol. 8, No. 1/2, 2010

Abstract: The purpose of this essay is to introduce the social and cultural studies perspective on celebrity culture to field of sport marketing. The essay uses the recent victory of Indy Racing League (IRL) driver, Helio Castroneves, on ABC's hit television show, 'Dancing With the Stars' (DWTS) as a springboard for a socio-cultural discussion of celebrity and sport. While the essay discusses the importance of celebrity to the viability of niche sports, like IRL, the point of the essay is not to prove that Castroneves DWTS victory has led directly to improved fortunes of the league. Rather, it is to reach beyond psycho-social and cognitive explanations of celebrity endorsement to richer explanations of the relationship between sport and celebrity culture.

Online publication date: Mon, 05-Jul-2010

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Sport Management and Marketing (IJSMM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com