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Journal of Sport & Social Issues
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The Media Sports Cultural Complex

Local—Global Disjuncture in New Zealand/Aotearoa

Jay Scherer

University of Alberta, Edmonton

Mark Falcous

University of Otago, Dunedin, New Zealand

Steven J. Jackson

University of Otago, Dunedin, New Zealand

This article explores the interdependence of interest groups operating within the media sports cultural complex in relation to the national sport of rugby union in New Zealand/Aotearoa. Specifically, we scrutinize the corporate "partnerships" between the New Zealand Rugby Union (NZRU), Adidas, and News Corporation in relation to issues and debates surrounding the globalization of New Zealand's iconic rugby team, the All Blacks. The article draws on extensive interviews with the NZRU's marketing and sponsorship manager and Adidas New Zealand's marketing manager. These interviews provide rare insights into how the strategies of these organizations, and their interrelated (but not interchangeable) commercial objectives, set limits and exert powerful pressures on aspects of the production and consumption of the national sporting mythology in New Zealand.

Key Words: globalization • rugby • New Zealand

Journal of Sport & Social Issues, Vol. 32, No. 1, 48-71 (2008)
DOI: 10.1177/0193723507307813
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Home page
 Cultural Studies <=> Critical MethodologiesHome page
J. Scherer and S. J. Jackson
Cultural Studies and the Circuit of Culture: Advertising, Promotional Culture and the New Zealand All Blacks
Cultural Studies <=> Critical Methodologies, November 1, 2008; 8(4): 507 - 526.
[Abstract] [PDF]