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The impact of marketing on the value of a brand of a football club

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Resumo:Every season the sports newspapers present news and covers with information about player transfers and investments in clubs and all the money circulating in the world of sports and football especially. Since the beginning of the new millennium, the world of sport has gained enormous notoriety due to the values that are practiced. Clubs increasingly have enough financial resources to sustain the economy of countries, to invest in infrastructure, athletes, technical teams, managers, in virtually everything connected to the club. But the question is where these resources come from, how clubs can invest very high values, and how the club brand has grown exponentially and is impacted by each financial revenue. There are sources of revenue that are amounts obtained by clubs through sports success, such as sports results, wins, draws or losses, and other amounts that are obtained through financial success results such as box office and matchday revenues, television, and commercial broadcasts such as sponsorships and merchandising. This study aims to understand the brand value of soccer clubs and the effects of financial and sports result. With the introduction of prize money in competitions organized internally in each country and especially in competitions organized by UEFA, clubs increasingly have an asset of unimaginable value and an unusual purchasing power compared to other industries and the sport's past. With participation in European competitions, clubs gain notoriety as they advance in the competition, with this, gain more fans, there are higher values of television revenues and can sell more products linked to the club. As a club increases its notoriety, is gaining more fans and victories on the pitch, clubs will be closer to increasing their brand value and positioning themselves as one of the best clubs in the world, not only in football terms but also in financial terms.
Autores principais:Gregório, Bruno Fernando Almeida
Assunto:Marketing Brand value Sports result
Ano:2021
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso aberto
Instituição associada:Instituto Português de Administração de Marketing
Idioma:inglês
Origem:Instituto Português de Administração de Marketing

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