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“I Wanna Be Like Mike:” A Synthesis Of Sports Marketing From Babe Ruth To Michael Jordan, Michael John Duffy
“I Wanna Be Like Mike:” A Synthesis Of Sports Marketing From Babe Ruth To Michael Jordan, Michael John Duffy
Senior Projects Spring 2018
This project examines the rise and development of modern sports marketing, as well as its impact on the economy, society, culture, and professional sports. The project explores sports marketing through the lens of two legendary athletes – Babe Ruth and Michael Jordan. Ruth and Jordan are two pivotal figures that were major catalysts for elevating the role of sports and sports marketing to new levels in each of their time periods. Ruth was the first major athlete to sign lucrative endorsement deals as he opened the floodgates, fostering the rise of sports marketing and changing the sports economy. Moving to …