Sport and Politics

Abstract

This article offers an analysis of how sport can occupy a progressive role in contemporary culture. Contrasting the political constitution of Latino identities with the marketing strategy of Major League Soccer, readers are introduced to alternative and antagonistic constructions of Latinos. Upon examining the constitution of Latino audiences, the author argues that sport does serve a progressive function by challenging the dominant political discourse. Although clearly in pursuit of economic goals, Major League Soccer’s constitution of Latinos suggests that the ideological marginalization of minorities in the United States can, and in many instances will, be counterbalanced by popular culture’s need for minority groups as consumers.