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Jim Brown and the BEU Jim Brown and the BEU
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They’ve Come a Long Way: Billie Jean King and the Virginia Slims Tour They’ve Come a Long Way: Billie Jean King and the Virginia Slims Tour
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Economic Uplift, Race, Gender, Sports, and American Life Economic Uplift, Race, Gender, Sports, and American Life
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1 Playing for “Green Power”: Sports and Economic Uplift
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Published:April 2023
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Abstract
This chapter explores two efforts to use sports celebrity to create economic change: retired football star Jim Brown’s work to promote African American economic uplift through the Black Economic Union and tennis player Billie Jean King’s leadership in the fight for gender equity in pay through the Virginia Slims Tour. A series of social changes impacted these movements, including Black Power, women’s liberation, the push for labor unions in professional sports, and U.S. president Richard Nixon’s emphasis on black capitalism. These case studies expose the triumphs and failures of athlete economic activism in this era, particularly those campaigns tied to liberal economic ideals.
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