American v. National Football League: Using public relations to “win” a war against a monopoly

Abstract: No professional sports group ever achieved acceptance as widespread within a single decade''s span as the American Football League (AFL). This study chronicles how the AFL used public relations strategies and tactics to garner public acceptance, which in turn helped convince the older National Football League (NFL) to merge with the upstart league. This study will further the understanding of how trade associations use public relations as an image-building device, as well as address a deficiency in the study of sports public relations. [Copyright &y& Elsevier]