JOHN HORNE teaches in the Scottish Centre for P.E., Sport and Leisure Studies, University of Edinburgh, UK. Previous books include Sport, Leisure and Social Relations (co-edited, Routledge, 1987), Work and Unemployment (Longman, 1988) and Understanding Sport (co-authored, Spon, 1999).

• PrefaceList of Tables and FiguresIntroductionPART ONE: GLOBALIZATION, CONSUMERIZATION AND THE MASS MEDIAConsumer Culture and the Global Sports MarketSport, Consumerization and the Mass MediaPART TWO: COMMODIFICATION, REGULATION AND POWERAdvertising, Sponsorship and the Commodification of SportSport, Social Regulation and PowerPART THREE: LIFESTYLES, IDENTITIES AND SOCIAL DIVISIONSSport, Identities and Lifestyles in Consumer CultureSport and Social Divisions in Consumer CultureConclusionBibliographyIndex.