Title: Transition game: globalisation and the marketing of a suburban ''nationalised'' basketball team in Australia

Authors: Chris Hallinan, Michael Burke

Addresses: School of Human Movement Recreation and Performance, Victoria University, Footscray, P.O. Box 14428, Melbourne, VIC 8001, Australia. ' School of Human Movement Recreation and Performance, Victoria University, Footscray, P.O. Box 14428, Melbourne, VIC 8001, Australia

Abstract: A modified case study approach was used to discuss the elements of homogenisation, televisualisation, commodification, and governmentalism with a specific reference to ||national|| basketball league franchises in Melbourne, Australia. This study examined the interplay of globalisation and the aforementioned factors associated with identity and marketing issues of two basketball clubs/franchises – the Dandenong Rangers women|s club situated in the outer suburbs whose recent success contrasted sharply with the Victoria Giants men|s club which was located in a trendy entertainment zone closer to the city centre. It was concluded that clubs/franchises may benefit by maintaining original local identities. Furthermore, it was suggested that the corporate league-directed managerialism was of dubious benefit.

Keywords: basketball clubs; basketball franchises; suburban; city centre; Australia; women; globalisation; sport marketing; homogenisation; televisualisation; commodification; governmentalism; local identity; sport management; national basketball league; television; TV; localisation.

DOI: 10.1504/IJSMM.2005.007125

International Journal of Sport Management and Marketing, 2005 Vol.1 No.1/2, pp.127 - 140

Available online: 27 May 2005 *

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