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Real Madrid football club: A new model of business organization for sports clubs in Spain

2006; Wiley; Volume: 26; Issue: 1 Linguagem: Inglês

10.1002/joe.20121

1932-2062

Miguel Blanco Callejo, Francisco Javier Forcadell,

Sports and Physical Education Studies

Abstract World soccer clubs, constrained by their inability to increase their income from their traditional businesses, have begun to adopt strategies to transform themselves into modern sports and media companies. Under the recent presidency of Florentino Pérez, the Spanish football club Real Madrid presents a good example of the application of this expanded vision. One of the fundamental pillars of this model has involved designing and implementing a new marketing strategy aimed at strengthening the value of the club's brand. The adoption of this model has resulted in a significant increase in income from marketing. Undeniably, in this area, Real Madrid has become the leader in world soccer. © 2006 Wiley Periodicals, Inc.