What is the next step? The champions league clubs and their sponsors. From Bwin to Qatar Sports Investment

Bibliographic Data

ID12675437
AuthorsXavier Ginesta Portet (0000-0002-2433-6209, Universitat de Vic - Universitat Central de Catalunya, corresponding author)
Year2012
Volume14
Issue1
Pages66-79
Publication date2012-06-20
Open AccessNo
TypeARTICLE
VenueSoccer and Society (JOURNAL)
Journal identifiersISSN: 1466-0970 • E-ISSN: 1743-9590
PublisherTaylor & Francis (PUBLISHER • GB)
DOI10.1080/14660970.2012.692680
OpenAlexW2007499383
LanguageEN
Citations received8
References cited12

European Champions League has become one of the most important sporting competitions in the world. For this reason, many firms want to associate their brands with the organizations which take part in that competition. This article analyses which type of firms invest in European football using a sample of clubs taking part in the knockout phase of the 2010/2011 Champions League championship. This article shows how betting houses and non-profit organizations, such as UNICEF and Qatar Foundation, have become important for football business. On the one hand, online gaming found in football is a perfect sport to make its business tangible; on the other hand, non-profit organizations use football and its celebrities to make their projects visible or legitimize them

Advertising · Business · Championship · Competition (biology · Economics · Football · League · Political science · Profit (economics · Public relations · Law · Sport and Mega-Event Impacts · Sports Analytics and Performance · Sports, Gender, and Society · Marketing

Tools

Open DOISci-Hub