Willoughby, Keith A.; Mancini, Chad - In: International Journal of Sports Marketing and Sponsorship 5 (2003) 3, pp. 54-62
The Xtreme Football League began play in 2001, but lasted for only a single season. It combined the marketing savvy of the World Wrestling Federation with NBC's broadcasting expertise to produce a distinctive sports entertainment product. This case study describes the events that lead to the...
