A US friend of mine wrote on social media about attending a Homecoming football game at her niece’s Red State university. Although the referees stunk and her team lost, my friend said that she enjoyed her visit, especially the halftime show that featured a tribute to veterans (it is approaching Veterans Day in the US). Because I have a self-righteous contrarian streak, I commented on her post by asking when did glorification of militarism and (by extension) war-mongering became a fixture US sports? I suggested that maybe it came from US military service academies (West Point, the Naval Academy and Air Force Academy) and somehow leaked into other sports institutions sometime after WW2. Not surprisingly given that my friend is a very patriotic and polite American, she declined to answer.

What I would have said to her had she answered is that I asked because cultural historians and sociologists have noted that although all liberal democracies have military ceremonies, displays, celebrations and commemorations on significant national dates and public holidays such as Anzac Day and Bastille Day, only the US has military displays at private sporting events from Little League to the professional level pretty much every week. American football, baseball, basketball, automobile racing (NASCAR is a patriotism fetishist’s delight), soccer, ice hockey, volleyball, lacrosse–these and more all regularly feature tributes to the military, with some including static and moving exhibits of death machines in the forms of warplane fly-overs, paratroop drops, assorted artillery gun salutes and even the occasional tank. Remember, this is not July 4th, Veterans Day or Memorial Day, which are genuine national holidays celebrated publicly with displays of patriotism, parades, picnics, pomp and circumstance even if the original, more sombre reason for them was about victory, sacrifice and service to the country, not the military per se.

So why and how did sports get turned into an adjunct to US militarism? Beyond the constant invocations of “fighting for freedom” (I guess “fighting for imperialism and “making the world more safe for Yanks” does not have quite the same ring to them), what normalised this practice?

Here is my hunch. At some point in the last half century a PR genius in the Department of Defense (DoD) realised that combining sports, especially “manly” contact sports, with militaristic displays and tributes framed as patriotic commemorations was a natural recruitment tool for the armed forces. The US military is already allowed to recruit in high schools and universities (some private schools refuse them but all public institutions receiving federal funding of any sort must allow military recruiters on campus). But sports, especially big-ticket sports like college and professional football, is a type of social glue that binds American society in a way that pretty much everything else does not. Race, class, religion, geographic location, now even gender–all bow before the alter of sports, with stadiums being the secular churches in which people congregate for common purpose. If you want to make friends and influence people by participating in the ritual, a sporting event is a good place to start.

(I use “American” here well aware that is is an appropriation of a continental name common to all of the Western Hemisphere simply because it has become normalised as a way to identify people from the US).

Partnering with sports is therefore way for the US military to get deeply involved in a core aspect of US society–the glue that holds together its social cohesion–by becoming an integral part not only of its sporting culture but also of its national identity. That perhaps is where US militarism is reproduced at its most basic level. If you can get people to adopt a certain favourable (and non-critical) mindset and predisposition regarding the military and its role in US society through sports, you pave the way for ideological reproduction of a military-aligned perspective. That in turn makes recruitment easier but also makes it easier to sell rationales for aggressive foreign polices, large military budgets and ultimately, war-mongering as a foreign policy tool. You can see the results in a number of popular culture artefacts: marching bands, camouflage apparel, guns, more guns and assorted accessories for guns (like bump stocks, silencers and extended magazines) in case the zombie finally arrive from south of the border, “tactical gear,” militarised local police forces, etc, to say nothing of the names of numerous sports teams themselves. You see it in the media, especially among conservative outlets. You see it in language, such as in the overuse of the word “heroes” to describe anyone who has served. I am not saying that there are no legitimate spinoffs and benefits from exposure to military culture and technologies, but in the US sometimes the crossover is a bit too much.

This occurs in spite of the fact that US in recent decades has not been particularly successful in war. For every victory in Granada, Panama or Gulf War One and in spite of overwhelming advantages in weaponry (courtesy of those enormous military budgets), most recent US expeditionary wars have ended in stalemates and withdrawal–sometimes chaotic–in places like Vietnam, Afghanistan and Iraq, as well as in a number of “low intensity conflicts” such as those in Niger, Somalia, and 1980s Lebanon. In fact, the US has been continuously at war, big or small, for the better part of my existence, and yet the world is arguably more dangerous today for the US than it was before it became the world’s policeman. Where is the national interest cost/benefit value in this?

That is where what former general and President Dwight “Ike” Eisenhower’s phrase enters the frame: “military-industrial complex.” Ike warned about the emerging military-industrial complex in the 1950s, arguing that it was leading to distortions in foreign policy, particularly those associated with militarism for profit. Needless to say he was shouting into the dark because the beast that he was looking at then is now a Godzilla that through lobbying controls the Federal Executive and Legislative branches as well as those of most if not all states and even local districts. From the United Fruit Company’s backing of coups in Central America in the 1950s and 60s things have evolved into a conglomerate of blood-soaked profiteers ranging from Blackwater in the 1990s ((now rebranded and decentralised under shell fronts) to assorted outfits supplying staples, fuel, transportation, close personal protection, anti-piracy squads and even Halloween costumes to the troops deployed abroad. Godzilla is now too big too fail.

Godzilla is also very smart. By marrying the military-industrial complex to the sports-military complex it has created the prefect vehicle for the profitable reproduction of a permanent militarist outlook as a cornerstone of US society. I’ll say it again, bloodshed is profitable and if sports is means for the military-industrial complex to profit, it has found a welcome partner. It is therefore not surprising that sports moguls and big entertainment companies, including dodgy outfits like those that control cage fighting and staged wrestling competitions, have partnered with the armed services in order for both to sell their “product.” The arrangement works well for the synergistic (some might say “symbiotic”) enhancement of their bottom lines.

So what we have in the US is a military-industrial-sports complex that serves as an ideological and material war-mongering reproduction machine. Only in America!

And now, a digression.

I had my “Ike moment” in 1994 when the Zapatistas staged an uprising in Chiapas Province, Mexico. Initially overwhelmed by the guerrilla assaults, the Mexican Army sent an urgent request for helicopter gunships, armoured personnel carriers and special operations troops. This, in spite fo the fact that up and until that moment Mexico styled itself to be a leader of the non-aligned movement, one of the “old school” revolutionary regimes dating to the early 20th century and regularly gave the US the finger in international forums. Its authorities were not very cooperative when it came to the illegal drug trade, something that made some of them rich, made more of them dead, and which made all of them regret their indifference down the road.

Well as it turns out on January 1, 1994 I just happened to be the regional policy analyst for the InterAmerican region in the Office of the Secretary of Defense (OSD) and got called into my office to consider the request before sending it up the chain of command on the way to the White House. I explained to a group of formidable civilian and military leaders (some of whom I still admire), that a rebellion/revolt like that of the Zapatistas (known by the acronym EZLN in Spanish and led by the much vaunted “Comandante Marcos”) was rooted in socio-economic inequality and broken government promises, not some global Marxist conspiracy. It was a symptom, not a cause of instability and therefore could not be solved via US military intervention (or any use of force, for that matter). I advised against agreeing to the request and instead recommended that the Mexicans tend to their internal affairs by listening to the EZLN demands and proposing a negotiated solution. After all, they were on the right side of history, only sought was was promised to the peasantry in the 1930s, and had no means or intentions of expanding their armed activities to make revolution at the national level.

Historical Note: The EZLN were acting on historical campesino (peasant) grievances about having their communal (State-owned) land holdings (known as ejidos) taken over by large private land owning entities in spite the promise made by the post-revolutionary government of Lazaro Cardenas in the 1930s. After years of dispossessions and usurpation by Cardenas’s political heirs working hand in glove with landed agricultural elites, Maoist and Guevara-inspired guerrilla forces emerged in the 1980s and finally began the forcible reclamation project on New Year’s Day 1994. Talk about starting that year with a bang!

My comments to the Pentagon brass fell on deaf ears. To their credit the uniforms in the room were more sympathetic to my view than were my civilian counterparts, but the overall response was silence. A day or so later I was passed an interagency memo signed off by the NSC, CIA, NSA, JCS, Treasury, my bosses in OSD, the department of the Army and various other lesser agencies authorising a limited provision of the requested items subject to the condition that they “respect all national and International humanitarian conventions and the laws of war.”

Yeah, right. I may not have known it at the time, but a Yanqui Tui ad was in the making.

I was young and stroppy at the time so in response I fired off an interagency reply denouncing the decision, pointing out the few of those who signed off had expertise In Mexican history history and affairs, much less the history of Chiapas (the poorest state in Mexico) or the nature of the rebellion, and some did not even speak or read Spanish. I received no replies and the project was approved.

A few days later I was summoned for a private lunch by a very senior DoD official. That was unusual because a mid-level C ring analyst like me did not usually get a 1-on-1 invitation to meet with an E ring heavyweight (the Pentagon is divided into five rings running five stories high and five deep on each side, connected by internal corridors and with the service branches controlling three sides of the Pentagon and the Office of the Secretary of Defence for which I worked controlling the side that faces the Potomac River from the West. With the best views and largest offices, the E ring was where the civilian big boys and girls played. Among a lot of source on the building, see: https://www.britannica.com/topic/Pentagon)

The official complimented me on my knowledge of the region, the detail and energy that I brought to my job and the good work that I had done while serving in OSD/DoD. But he suggested that when my initial term expired I should return to academia and eventually write (once my security clearance lapsed) about my experiences there (subject to review and approval by DoD compliance mechanisms). Since I was hoping to extend my tenure in OSD I asked if the memo had something to do with his suggestion, to which he replied “yes.” I said that I thought that my job was to protect the US best interests in Latin America, balancing hard reality with as much idealism on human rights etc. as could be mustered under the circumstances (remember this was in the first couple of years of the first Clinton administration, when the US was pushing a so-called “Cooperative Security” doctrine based on confidence and security-building measures (CSBMs) as a replacement for Cold War “collective security” agreements based on credible counter-force). Since the Cold War had ended, part of my remit was to write the Latin American component of the new doctrine given the changed realities in my area of responsibility (Latin America and the Caribbean, which at the time meant that narco-trafficking and guerrilla warfare were the main concerns). His reply was to say “yes, that is true and commendable but you must understand that in this city corporate interests prevail.”

I left a short while after that conversation and a couple of years later emigrated to NZ. In the 25 years since then I have never once been asked by anyone in NZ government, academia, and the private sector about my experiences in that role, although when I was an academic I did illustrate to my students objective examples of foreign and security policy problems based on those experiences.

Instead, after 9/11 I got branded by the NZ (and now foreign) media as a security or terrorism “expert” when it fact those were just routine aspects–but not all of–what I did at OSD (TBH, I cringe when I am referred to as a security expert because those are people who install and maintain home and commercial alarm systems. And since terrorism “expertise” has become a cottage industry since 9/11, mostly directed at Islamicists (including in NZ), I would prefer to not be associated with those that currently embrace the label. Remember: terrorism is a tactic in unconventional, irregular and hybrid warfare (and sometimes even in conventional warfare if the laws of war are deliberately violated, as has been seen in recent times), but not an end in itself. Focusing on it is to consequently misses the forest for the trees (much like the US approach to the Zapatistas), something that just might have contributed to NZ being caught off-guard by the March 15 rightwing extremist terrorist attack in Xchurch. Just saying.

I will simply end this anecdotal sidebar by noting that even if the US sports-military-industrial complex does not deliver ” victory” in recent times, in the days when I associated with them the special and covert operations communities, with much more limited and specific mandates, did a very good job at solving problems for the US when nothing else could.

And as far as I know none of those that I worked with back then were recruited via sports.