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The evolution of the football business into a multinational entertainment
company
ICTs and sports. Analysis of the Spanish First Di-
vision of football (2006-2008)”. This thesis was
supervised by the professor and great expert
in the eld, Miguel de Moragas Spà.
This book, published by the UOC publishing
house, is the result of the remarkable trajectory
of the teacher who has been able to delve into
elds where sport, specically football, has de-
veloped its professionalization. He is the author
of many articles and book chapters, which have
led him to complete this work.
He is a lecturer in various subjects, including
Sports Marketing, and a collaborating research-
er at the Centre for Olympic Studies at the UAB,
a Sport Management Advisory Board member
at Widener University (Philadelphia, USA) from
2016 to 2020. He is a member of the Commu-
nication & Sport Journal editorial board.
2. SUMMARY
This book analyzes aspects of sport from dif-
ferent points of view, delving into the business
side of football. It is divided into two parts; the
rst part carries out a diachronic analysis of the
globalization of sport, while the second part
delves into the concept of football in the liquid
society, an idea used by the Polish sociologist
Zygmunt Bauman (2005).
In the rst part, the author explores the di-
mensions of globalization in sports, specical-
ly in football, from a sociological point of view.
In this way, he turns this work into an essen-
tial manual for understanding the evolution of
society, using authors such as Maguire (1999),
Elias (1989), Ritzer (2002), Wallerstein (1974),
Donnelly (1996), Wagner (1990), among others.
In his analysis of globalization, he traces the
economic origins of the global world, citing the
works of Robertson (1992) and Dunning (1992)
while also examining the classical sociology of
Durkheim (1961), Weber (1978), and Simmel
(1978, 1986) for precedents.
The nal section explores the global media and
sports complex in depth. The analysis focuses
on the interactions between various actors in
the sporting world, highlighting the benets
and drawbacks of such synergies. This section
adds signicant coherence to the longitudinal
research.
In the second part of this work, Ginesta Portet
reviews the globalization process with the the-
ories that support it scientically and explains
the world of sports as a very complex network
with compelling commercial and economic in-
terests.
By way of example, an English football club,
Manchester United, is studied as a pioneer
of attractive business policies that have inu-
enced those of the rest of the world’s clubs.
Comparisons are also made between the pol-
icies of Real Madrid CF and FC Barcelona, as
they have served as a model for the Spanish
football multinationals.
This second part identies the phenomena of
sports diplomacy and sports place branding, al-
lowing us to delve into the link between politics
and football and the evolution of city brands,
respectively.