Big money NCAA basketball had its origins in a many-sided conflict of visions and agendas. On one side stood large schools focused on a commercialized game that privileged wins and profits. Opposing them was a tenuous alliance of liberal arts colleges, historically black colleges, and regional state universities, and the competing interests of the NAIA, each with distinct interests of their own.

Kurt Edward Kemper tells the dramatic story of the clashes that shook college basketball at mid-century—and how the repercussions continue to influence college sports to the present day. Taking readers inside the competing factions, he details why historically black colleges and regional schools came to embrace commercialization. As he shows, the NCAA's strategy of co-opting its opponents gave each group just enough just enough to play along—while the victory of the big-time athletics model handed the organization the power to seize control of college sports.

An innovative history of an overlooked era, Before March Madness looks at how promises, power, and money laid the groundwork for an American sports institution.

The Cold War era spawned a host of anxieties in American society, and in response, Americans sought cultural institutions that reinforced their sense of national identity and held at bay their nagging insecurities. They saw football as a broad, though varied, embodiment of national values. College teams in particular were thought to exemplify the essence of America: strong men committed to hard work, teamwork, and overcoming pain. Toughness and defiance were primary virtues, and many found in the game an idealized American identity.

In this book, Kurt Kemper charts the steadily increasing investment of American national ideals in the presentation and interpretation of college football, beginning with a survey of the college game during World War II. From the Army-Navy game immediately before Pearl Harbor, through the gradual expansion of bowl games and television coverage, to the public debates over racially integrated teams, college football became ever more a playing field for competing national ideals. Americans utilized football as a cultural mechanism to magnify American distinctiveness in the face of Soviet gains, and they positioned the game as a cultural force that embodied toughness, discipline, self-deprivation, and other values deemed crucial to confront the Soviet challenge.

Americans applied the game in broad strokes to define an American way of life. They debated and interpreted issues such as segregation, free speech, and the role of the academy in the Cold War. College Football and American Culture in the Cold War Era offers a bold new contribution to our understanding of Americans' assumptions and uncertainties regarding the Cold War.