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Show 208 presence with glances (see Casey, 2007). This creates a persuasion by association that visually, emotionally, and cognitively puts Rio Tinto in relation with the nation of RSL. Although Rio Tinto has the naming rights to the stadium and there are various moments when visitors come face to face with its logo, Rio Tinto is among a host of other corporate subjects that are also part of the RSL experience. This gives a whole new meaning to the idea of corporate community because now, unlike the NHMU, visitors are part of a much larger, and louder, community of corporations. There are corporate citizen-subjects everywhere. LiveVantage is on RSL jerseys, on the brick walls, and the television screens; directions to the "Maverik Mayhem Corner" is pasted onto the sidewalk; the Budweiser logo is branded on hats, draught beer handles, and plastic cups; Pepsi is on refrigerators full of Pepsi product soda; US Bank is on family chairs; WCF, short for the Workers Compensation Fund, is taped on the steps to the upper decks; JetBlue, the National Guard, and Ford are on billboards by the concession stands, which also have their own logos for consumer products. This is a festival of corporate community that culturally educates the RSL fan about the liveliness of this corporate community. With every turn, visitors are articulated as consumers that desire products. These corporate actors are poised with good intentions since they are all situated within an exciting corporate community. Like the human fan, they want RSL to win, and most of all, they want you to have a good time. This community of corporate citizen-subjects can also be found on the bottom periphery of the soccer field, which is entirely surrounded by a circumference of corporate subjects (see Figure 4.20). There is addidas, Continental Tire, Zions Bank, CraigSwapp.com, Kennecott, Planet Fitness, LifeVantage, Siegfriend & Jensen, and of |
