All Sports All the Time

Starting in the 1970s, the growing availability of television time brought about by the development of cable television created new possibilities for advertising and sponsorships and sparked a commercial explosion that funneled money into many sports, both old and new. The X-Games made skateboarders and snowboarders into national stars. Stock car racing showed that increased broadcast opportunities made it possible to expand out of a regional base and reach a national and international audience. Major League Baseball cultivated a growing Latino audience with Spanish-language telecasts and other targeted promotions. The NBA capitalized on a group of exceptionally talented players – and on stylish ads for basketball shoes – to build a worldwide following. But the shift unfolded within definite cultural limits. Although U.S. female basketball and soccer players were among the best in the world, for example, they struggled to build audiences for professional leagues. An expanding array of corporate sponsors frequently promoted the idea of diversity and inclusion – especially regarding groups of people who might become new customers – but generally avoided significant political or economic controversy.