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Events Attractions

"ANTI-ESTABLISHMENT" X GAMES SATURATED BY CORPORATE PRESENCE

          Attending the X Games for the first time with his
     children last Sunday, the S.F. CHRONICLE's Sam McManis
     wrote, "It would be refreshing, I thought, to see a sporting
     event devoid of the corporate taint so evident in more
     established sports."  But while McManis heard that the X
     Games "were anti-Establishment, which presumably meant they
     scorned corporate commercialism," he found the "multiple
     examples of corporate saturation" to be "disheartening." 
     McManis: "I'm not naive.  I know organizers must pay bills
     with some type of sponsorship, but I thought the X Games
     sneered at such blatant product placement.  Still, the
     advertising onslaught seemed a trifle X-cessive."  McManis
     added that by the time he and his kids "made it to the
     entrance, ... my kids had enough corporate fliers and
     freebies to wallpaper their bedrooms."  While McManis
     thought that the "commercialism would end" once inside the
     gate, "logos abounded, affixed to poles, ramps and apparel."
     McManis: "I couldn't help thinking a complete corporate
     brainwashing was taking place when I saw customer after
     customer waiting in line to snag a free sample of ...
     Mountain Dew" (S.F. CHRONICLE, 8/25).

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