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Communication and power in the President of Real Madrid: in the wake of the Renaissance and Baroque masters of reputation

2023; Taylor & Francis; Volume: 25; Issue: 3 Linguagem: Inglês

10.1080/14660970.2023.2256237

1743-9590

César García, Rafael Barberá,

Sport and Mega-Event Impacts

ABSTRACTFlorentino Pérez is the most successful president of soccer organizations in the world. His leadership in Real Madrid is uncontested. This paper explores his use of communication and power. It delves into how Pérez's use of communication parallels the one recommended by four great masters who wrote during the Renaissance and Baroque periods about using communication to project power: Nicolo Machiavelli, Baltasar Gracián, Francesco Guicciardini or Cardinal Mazarino. This paper is a content analysis of an exclusive interview Pérez gave on TV after the fiasco of the European Super League in 2021. This analysis shows how Pérez´s performance reflects the teachings of these masters in his deeds, appearance, the reconciliation of his public and private interests, and in the brevity with which he conveys his messages. The conclusion is that there are some atemporal principles in the strategic communication menu that work in the soccer industry when top executives try to gain popular support. Disclosure statementNo potential conflict of interest was reported by the author(s).Notes1. García, 'Real Madrid and public relations: Applying the circuit of culture to organizational values.2. Nicolau, 'The decision to raise firm value through a sports-business exchange: How much are Real Madrid's goals worth to its president's company's goals?'.3. El Mundo, "Florentino Pérez, Presidente del Real Madrid hasta 2025".4. García, 'Real Madrid and public relations: Applying the circuit of culture to organizational values'.5. Brand Finance, 'Football 50 2022. The annual report on the most valuable and. strongest football club brands'.6. Ajadi, Bridge, Dow, Hammond, and Pugh, Restart. Football money league.7. 20 minutos, 'Florentino Pérez, desatado en la asamblea: carga la UEFA, Movistar, La Liga … y acaba vitoreado'.8. Ibid.9. 20 minutos, 'los mejores memes de los audios filtrados de Florentino: las redes se revolucionan', Diario Crítico, "los mejores memes sobre los audios de Florentino".10. Fernández, S. 'Javier Tebas, directo: "A Florentino Pérez nunca se le ganan los pulsos parece mentira que lo conozcáis"'.11. Trueba, 'Butragueño: "Florentino es un ser superior".12. Ibid.13. Mundo Deportivo. 'Así acabó Florentino Pérez con "El Rondó" de Arús: 'Va a ser un programa madridista de Ferreras''.14. Campos, 'Interview with José Angel Sanchez Real Madrid Club de Fútbol's General. 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