From brown cows to city slickers: The development of the Brisbane sports marketplace 1980-1997

Fisher, Euan (1998). From brown cows to city slickers: The development of the Brisbane sports marketplace 1980-1997 M.A. Thesis, School of Human Movement Studies, The University of Queensland.

Attached Files (Some files may be inaccessible until you login with your UQ eSpace credentials)
Name Description MIMEType Size Downloads
Read with bookreader  the12913.pdf Full text application/pdf 32.57MB 279
Author Fisher, Euan
Thesis Title From brown cows to city slickers: The development of the Brisbane sports marketplace 1980-1997
School, Centre or Institute School of Human Movement Studies
Institution The University of Queensland
Publication date 1998
Thesis type M.A. Thesis
Open Access Status File (Publisher version)
Total pages 198
Language eng
Subjects 350206 Advertising and Public Relations
321499 Human Movement and Sports Science not elsewhere classified
Formatted abstract
This thesis examines the development of the Brisbane sports marketplace between 1980 and 1997. In 1980 the Brisbane sports marketplace reflected the introspective and conservative attitudes that were typical of Brisbane and Queensland culture at the time. These attitudes were concerned largely with local issues, and Brisbane's 'place' within the national and international environment. But, by 1997, this introspection has largely disappeared as the Brisbane sporting public has become aware of their 'place' in the national and international sporting landscape. Since 1980 the Brisbane sports marketplace has developed a highly sophisticated and commercially active structure and focus.

Instrumental to this process has been the competing tensions of localism, nationalism, and globalism. Outwardly, it appears that external influences were particularly important in developing the sophistication of the sports marketplace. The Brisbane Bullets Basketball Team and the Brisbane Broncos Rugby League Club utilised many North American promotional strategies to create widespread popular support in Brisbane. However, these 'international' forms of promotion may not have been as successful as it initially appeared. Latterly, more local and national forms of promotion have generated greater loyalty and stability in the Brisbane sports marketplace, than either the Bullets or the Broncos had in the 1980s and 1990s. Ultimately, the three tensions - local, national, and international - have competed to create a distinctive sports marketplace in Brisbane today.
Keyword Sports -- Public relations -- Queensland -- Brisbane
Additional Notes The University of Queensland acknowledges that the copyright owner of a thesis is its author, not the University. The University has made best endeavours to obtain author permissions to include theses in this collection, however we have been unable to trace and contact all authors. If you are the author of a thesis included in this collection and we have been unable to contact you, please email

Version Filter Type
Citation counts: Google Scholar Search Google Scholar
Created: Tue, 03 Nov 2009, 18:40:04 EST by Ms Christine Heslehurst on behalf of Social Sciences and Humanities Library Service