This article explores the intersection of representation, management, and race in the National Basketball Association (NBA) through a larger question on the relationship between corporate strategies for managing racialized subjects and popular representations of race. The NBA “brand” is situated in terms of recent developments in corporate and popular culture and then analyzed as an example of diversity management. Relying on original interviews with NBA corporate employees, as well as business and marketing industry reporting, the article analyzes the NBA as simultaneously an organization and a brand. As such, the NBA helps to “articulate” the corporate with the popular, largely through an implied racial project that manages race relations by continuing to equate corporate interests with Whiteness. The analysis contributes to ongoing discussions about the role of sports in perpetuating social disparities based on race at a time when “colorblindness” remains the paradigm of White approaches to race.

Document Type


Publication Date


Publisher Statement

Copyright © 2004 Human Kinetics Publishers, Inc. This article first appeared in Sociology of Sport Journal 21:2 (2004), 163-184.

Please note that downloads of the article are for private/personal use only.