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Soccer is bar none, the most popular sport in the entire world. It is played, followed, and loved by virtually every single country on Earth. Despite this massive support for the sport which houses some of the world’s biggest names in the world, its shortcomings when dealing with issues of

Soccer is bar none, the most popular sport in the entire world. It is played, followed, and loved by virtually every single country on Earth. Despite this massive support for the sport which houses some of the world’s biggest names in the world, its shortcomings when dealing with issues of racial injustice and incidents of racist behavior have become more pronounced in recent years. Although this open discussion regarding racism within the sport has recently begun to sprout, its roots can be tied back to decades ago while continuing to the present day, with players, referees, coaches, fans, commentators, and more all involved on both sides of the issue. <br/> We found this topic to be most prevalent in today’s society after witnessing multiple shameful racist incidents that have occurred to some of the world’s biggest players throughout European football in 2019, as well as the recent ongoing fight for racial reform and increased awareness regarding racial injustice in the United States. By doing comprehensive research and<br/>analysis on such incidents that have occurred throughout the years we hope to raise more<br/>awareness regarding this subject that has plagued the beautiful game. In addition, we hope to<br/>offer ways to remedy the problem one step at a time, all while answering the tough, but necessary questions regarding what specifically should be done in the sport, that others have been afraid to talk about for far too long. Specifically, we wanted to mainly highlight the experience of black players, with a further discussion on other minority groups, in English and Italian football as these two leagues have been a part of the largest debate between how club traditions, player-fan interactions, league policies, and staff management have all affected the way we view the game as the endemic of racism within the sport is exacerbated.

ContributorsNazareno, Nathan (Co-author) / Paul, Nikhil (Co-author) / Jackson, Victoria (Thesis director) / Harrison, Jennifer (Committee member) / School of Life Sciences (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
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Soccer is bar none, the most popular sport in the entire world. It is played, followed, and loved by virtually every single country on Earth. Despite this massive support for the sport which houses some of the world’s biggest names in the world, its shortcomings when dealing with issues of

Soccer is bar none, the most popular sport in the entire world. It is played, followed, and loved by virtually every single country on Earth. Despite this massive support for the sport which houses some of the world’s biggest names in the world, its shortcomings when dealing with issues of racial injustice and incidents of racist behavior have become more pronounced in recent years. Although this open discussion regarding racism within the sport has recently begun to sprout, its roots can be tied back to decades ago while continuing to the present day, with players, referees, coaches, fans, commentators, and more all involved on both sides of the issue. <br/> We found this topic to be most prevalent in today’s society after witnessing multiple shameful racist incidents that have occurred to some of the world’s biggest players throughout European football in 2019, as well as the recent ongoing fight for racial reform and increased awareness regarding racial injustice in the United States. By doing comprehensive research and analysis on such incidents that have occurred throughout the years we hope to raise more awareness regarding this subject that has plagued the beautiful game. In addition, we hope to offer ways to remedy the problem one step at a time, all while answering the tough, but necessary questions regarding what specifically should be done in the sport, that others have been afraid to talk about for far too long. Specifically, we wanted to mainly highlight the experience of black players, with a further discussion on other minority groups, in English and Italian football as these two leagues have been a part of the largest debate between how club traditions, player-fan interactions, league policies, and staff management have all affected the way we view the game as the endemic of racism within the sport is exacerbated.

ContributorsPaul, Nikhil (Co-author) / Nazareno, Nathan (Co-author) / Jackson, Victoria (Thesis director) / Harrison, Jennifer (Committee member) / School of Life Sciences (Contributor) / Sanford School of Social and Family Dynamics (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
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A multimethod research design was used to conduct research on Arizona State University's (ASU) branding strategies with regards to the role the athletics department brand plays within the scope of the entire university brand, and whether or not the football uniforms themselves are effective in communicating the desired brand messages

A multimethod research design was used to conduct research on Arizona State University's (ASU) branding strategies with regards to the role the athletics department brand plays within the scope of the entire university brand, and whether or not the football uniforms themselves are effective in communicating the desired brand messages to ASU's key stakeholders. The research is in the form of a case study, and is comprised primarily of information gathered in several personal interviews with important stakeholders and experts in particular areas (n = 9), as well as a survey distributed to key stakeholders (n = 429). It was concluded through the culmination of this research that, consistent with existing research, ASU models its branding strategies using a branded house approach, which means Sun Devil Athletics (SDA) is branded consistently with the university's missions, charter, and brand standards. However, SDA's unique role as a major prestige generator for the university as well as its non-academic focus means specific brand marks, such as SDA's "Sun Devil Bold" font and athletic pitchfork, are used solely within the athletics department. In order to communicate the university's messages, the football program, and football uniforms specifically, are regarded as some of the most important channels of communication because of the wide audience that is reached through the uniforms' visual representation of ASU's brand. Thus, it was found that a major emphasis is placed on football uniform design, and adidas, ASU's exclusive athletic apparel sponsor, is charged with designing the uniforms in such a way to meet not just the needs of the players themselves, but also the brand standards set forth by both SDA and ASU. The survey results established that the deliberate branding efforts put forth by SDA's partnership with adidas, as well as ASU's communication of the athletics department's role within the university, are effective in reaching key stakeholders and have been overall successful in communicating the desired brand messages to constituents.
ContributorsBarone, Nina Patricia (Author) / Renzulli, Virgil (Thesis director) / Wu, Xu (Committee member) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12