Stories and stakeholders: how to explore the paradox of commercialism in sports

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Abstract
In sports, nostalgic views on 'the beauty of the game' often clash with commercial interventions to make it fit the global sport media complex. This phenomenon also known as the paradox of commercialism', presents a unique challenge. This paper, which is based on a larger study of the FIA World Rally Championship (WRC), introduces a method on how to investigate this paradox. By discussing narrative inquiry and trans-local ethnography, as well as highlighting specific techniques used in the WRC study, the paper provides valuable methodological input into a special category of sports struggling with the relationship between commerce and tradition, namely those that are transnational and itinerant by nature, like the America's Cup, the Champions League, world motoring championships, golf and pro cycling.

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