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Un’analisi della sponsorizzazione calcistica in Zimbabwe

Un’analisi della sponsorizzazione calcistica in Zimbabwe

William Makumbe

82,85 €
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Editorial:
KS OmniScriptum Publishing
Año de edición:
2025
Materia
Deportes y recreación al aire libre
ISBN:
9786209111792
82,85 €
IVA incluido
Disponible
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Il mondo del calcio è un’area naturale per la sponsorizzazione, poiché veicola immagini molto forti, ha un pubblico internazionale di massa e si rivolge a tutte le classi sociali (Ferrand & Pages, 1996). L’industria del calcio è quindi diventata un’industria multimilionaria. I marchi calcistici sono emersi come marchi globali, con organizzazioni come il Real Madrid Football Club di Spagna e il Manchester United del Regno Unito che hanno sviluppato un ampio sostegno in tutti i continenti, diventando probabilmente le squadre sportive più famose e più ricche del mondo (Forbes Magazine, aprile 2010). Questa crescita di popolarità ed esposizione ha scatenato un forte interesse da parte degli sponsor, che cercano di far conoscere il proprio marchio a livello internazionale. Per quanto riguarda l’Africa in generale e lo Zimbabwe in particolare, il calcio non è un grande affare. Perché? Questo libro risponde al perché.

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