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

Autor:	Xavier Ginesta
Přispěvatelé:	Universitat de Vic. Facultat d'Empresa i Comunicació, Universitat de Vic. Grup de Recerca en Traducció Audiovisual, Comunicació i Territori
Rok vydání:	2012
Předmět:	Cultural Studies Sociology and Political Science Social Psychology business.industry Football Public relations League Investment (macroeconomics) Futbol -- Competicions Competition (economics) Patrocini esportiu Business Championship Qatar
Zdroj:	RIUVic. Repositorio Institucional de la Universidad de Vic instname
ISSN:	1743-9590 1466-0970
DOI:	10.1080/14660970.2012.692680
Popis:	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.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_dedup___::8a8394cefb7973accd28ca9e649929f8 https://doi.org/10.1080/14660970.2012.692680 Zobrazit plný text záznamu