Sports sponsorship marketing cannot tolerate the unpredictability that makes sport compelling

Evidence

It is via emotion that advertising can make the spurious connection between brands and the sport, but, as Marqusee points out, PR boosterism cannot tolerate the very thing which makes sport so fascinating — its unpredictability, the fact that high drama is not guaranteed. — Mark Fisher (edited by Darren Ambrose), K-Punk, 1615

Categorization

• DEFINE: Identifies the structural contradiction: corporate sport media must promise affect yet cannot guarantee the drama affect depends on.
• XREF: connects to: Corporate sponsorship frames capital as a precondition for culture itself — Mark Fisher (edited by Darren Ambrose), K-Punk: The Collected and Unpublished…, 1616; Mass cultural products come to resemble measurable sporting competitions — Theodor W. Adorno, The Culture Industry: Selected Essays…, 128

Broader Connections

• Mass cultural products come to resemble measurable sporting competitions #expands (0.80) — Theodor W. Adorno, The Culture Industry, 128
• Corporate sponsorship frames capital as a precondition for culture itself #expands (0.72) — Mark Fisher (edited by Darren Ambrose), K-Punk, 1616