MGMC30H3 Lecture Notes - Lecture 10: Mastercard, U Live, Yankee Network
Document Summary
Globalization & sports branding: the case of manchester united. May 2005 - us businessperson malcolm glazer bought financial control over manchester. 21st century - the trend of globalization became apparent in the world economy. Since then many sports have benefited from international media exposure. Soccer made its first experience in 1908 olympics. 1st world cup was in 1930, uruguay. After 1980s, increasing # of pro soccer clubs have sought to capitalize on the sport"s global brand: 2 main clubs have emerged victorious. Innovative branding & marketing strategies were at the leading. Manchester united edge of the contemporary trend in sport globalization. Has high global awareness & highest turnover (6164$) Epl formed in 1992-93 signalled an era of hyper competitiveness. Formation of epl added pressures on clubs as they competed for a limited supply of talented players. 1995 - competition intensified further when professional soccer players could become free agents at the end of their contracts.
