El fútbol y el negocio del entretenimiento global. Los clubes como multinacionales del ocio

Bibliographic Data

ID2682964
AuthorsXavier Ginesta Portet (0000-0002-2433-6209, Universitat de Vic - Universitat Central de Catalunya, corresponding author)
Year1970
Volume24
Issue1
Pages141-166
Publication date1970-01-01
Open AccessYes
TypeBOOK
VenueCommunication & Society (JOURNAL)
Journal identifiersISSN: 2386-7876 • E-ISSN: 2386-7876
PublisherUniversidad de Navarra (PUBLISHER • ES)
DOI10.15581/003.24.36228
OpenAlexW1500823892
LanguageES
Citations received13
References cited2

This article analyzes the international expansion process of the wealthiest Spanish football clubs, Real Madrid and FC Barcelona, during the first decade of the 21st century. Following the lead of English Premier League clubs, which pioneered international branding strategies, other leagues and sports organizations have adopted similar business management systems. In Spain, Real Madrid and FC Barcelona are the most prominent examples due to their global fan base, international marketing agreements, and worldwide brand presence achieved through their foundations' investments in football schools as part of their Corporate Social Responsibility initiatives. Therefore, both clubs can be classified as new multinational entertainment companies

Art · Geography · Humanities · League · Political science · Sport and Mega-Event Impacts · Sports and Physical Education Studies · Sports, Gender, and Society

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