Portal de Periódicos da CAPES

The proto-image of Real Madrid: implications for marketing and management

2007; Emerald Publishing Limited; Volume: 8; Issue: 3 Linguagem: Inglês

10.1108/ijsms-08-03-2007-b004

2515-7841

Kimio Kase, Ignacio Urrutia de Hoyos, Carlos Martí Sanchís, Magdalena Opazo Bretón,

Sports Analytics and Performance

Under club president Florentino Pérez, Real Madrid Football Club appeared to utilise the proto-image of the firm (PIF) management approach. Such a strategy embraces the use of branding, values and mid- to long-term planning to generate income. In the case of Real Madrid, the strategy comprised the recruitment of 'Galácticos', which helped it to become the world's number one club in terms of both turnover and profile. Although the strategy delivered success economically, questions remain regarding its sustainability for a sporting organisation.