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

Xavier Ginesta Portet

doi:10.15581/003.24.36228

Xavier Ginesta Portet e-mail

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Published: Jan 1, 2011

DOI: https://doi.org/10.15581/003.24.36228

How to Cite

Ginesta Portet, X. (2011). Football and the Global Entertainment Business. Clubs as Entertainment Multinational Corporations. Communication & Society, 24(1), 141-166. https://doi.org/10.15581/003.24.36228

Authors

Xavier Ginesta Portet e-mail

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Universidad de Vic. 08500 Vic (Barcelona).

Abstract

602

The aim of this article is to analyze the internationalization process of the richest Spanish football clubs, Real Madrid and FC Barcelona, during the first decade of the XXI Century. After the branding strategy of the Premier League clubs during the 1990s, other leagues and sport organizations adapted those corporate managing principles. In Spain, Real Madrid and FC Barcelona are the most interesting example, because of the number of fans worldwide, the international treading agreements with other organizations and the presence of their football brands around the world thanks to the investments of their foundations in football schools as part of their Corporate Social Responsibility programs. For these reasons, it is possible to conceptualize them as new entertainment multinational corporations. Keywords: Real Madrid, FC Barcelona, Premier League, Entertainment Multinational Corporation, Media Rights.

Keywords

Real Madrid, FC Barcelona, Premier League, entertainment multinational corporations, television rights

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