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CONTENTS Introduction 1 1 The Creation of the Modern nfl in the 1960s 10 2 No Freedom, No Football 55 3 The End of the Rozelle Era 95 4 The New nfl 140 5 Football as Product 175 6 Football in Black and White 210 Conclusion 250 Afterword 258 Notes 265 Acknowledgments 315 Index 317 tables 1. Franchise Values and Revenues, 1991–2006 154 2. Television Contracts, 1987–2006 169 This page intentionally left blank [18.222.69.152] Project MUSE (2024-04-25 14:08 GMT) BRAND NFL This page intentionally left blank ...

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