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“The American Outlaws Are Our People”: Fox Sports and the Branded Ambivalence of an American Soccer Fan at the 2019 FIFA Women’s World Cup
Marketing Natalie Smith Marketing Natalie Smith

“The American Outlaws Are Our People”: Fox Sports and the Branded Ambivalence of an American Soccer Fan at the 2019 FIFA Women’s World Cup

Drawing on fan studies, sports media studies, media industries studies, and participant observation of the American Outlaws, this essay analyzes specific aspects of the 2019 FIFA Women’s World Cup as televised by Fox Sports in the wider context of soccer’s evolving place within the American sports media marketplace.

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