Chasing a Tiger in a network society? Hull City’s proposed name change in the pursuit of China and East Asia’s new middle class consumers

Hayton, John, Millward, Peter and Petersen-Wagner, Renan (2017) Chasing a Tiger in a network society? Hull City’s proposed name change in the pursuit of China and East Asia’s new middle class consumers. International Review for the Sociology of Sport, 52 (3). pp. 279-298. ISSN 1012-6902

Full text not available from this repository.
Official URL: http://dx.doi.org/10.1177/1012690215588526

Abstract

The English Premier League possesses multiple global dimensions, including its clubs’ economic ownership, player recruitment patterns and television broadcasts of its matches. The owner of Hull City Association Football Club’s economic rights, Dr Assam Allam, announced plans to re-name the club ‘Hull City Tigers’ in an attempt to re-orientate the club towards seemingly lucrative East Asian, and specifically Chinese, markets in 2013. This article, first, draws upon Manuel Castells’ work in The Rise of the Network Society to critically discuss the logic of Hull City’s proposed reorientation to suit ‘new middle class’ consumers in China and the East Asian global region and second, uses the example to theoretically engage with Castells’ idea that ‘networks’ replace ‘hierarchies’ as social structures. This leads to the argument that while these plans might intend to strengthen the club’s financial position, they overlook a concern with local environments that Castells guides us toward. By looking toward the local consumer practices in China and the East Asian global region, Allam would find: (a) the normalisation in production and consumption of counterfeit club-branded sportswear and television broadcasts which makes increasing the club’s revenues difficult; and (b) that the region’s ‘new middle classes’ (marked by disposable income) are unlikely to foster support for Hull City, even if ‘Tigers’ is added to its name.

Item Type: Article
Uncontrolled Keywords: China, East Asia, football, Manuel Castells, network society, new middle classes, transnationalism
Subjects: C600 Sports Science
N100 Business studies
Department: Faculties > Health and Life Sciences > Sport, Exercise and Rehabilitation
Depositing User: Paul Burns
Date Deposited: 27 Sep 2019 15:20
Last Modified: 10 Oct 2019 14:47
URI: http://nrl.northumbria.ac.uk/id/eprint/40900

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