"The book discusses the profound, often troubling, always complex struggles for the body, mind and soul of elite performers in contemporary sports entertainment environments. This struggle is shaped by two powerful processes. On the one hand we witness the translation and application of a range of rationalities and knowledges from fields such as psychology, sport science and medicine, dietetics, education and management. All of which have the consequence of subjecting elite performers to often intrusive regimes of measurement, testing, medical intervention, surveillance, education and regulation in the pursuit of performance and success. At the same time we can identify ways in which the commodification of sports/games, the drive to develop and grow as a sports entertainment business and the pursuit and maintenance of a media presence and profile on which brand relationships can be established and grown has the consequence of transforming elite performers into highly paid sports celebrities whose image, persona and brand is positioned in a crowded, highly competitive marketplace to be scrutinised, judged and consumed.[The] struggle that takes on new dimensions in the evolution of sports/games into global sports entertainment industries and businesses....The book reveals new insights into the tensions that emerge between different levels of the AFL sports entertainment industry about what it means to be a professional footballer at the start of the 21st century. The book analyses aspects of this struggle for the body, mind and soul at different stages in a playing career."--Media release.