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Does performance exclusively determine the value from shirt sponsorship in football?
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Orientador(es)
Resumo(s)
Due to its beauty, since the first half of the 19th century that football makes millions of fans follow this show passionately, making it the most popular sport in the world nowadays (Sawe, 2018). After more than a hundred and fifty years, can be said that apart from the 22 players and the ball on the pitch, everything else had changed.
Football nowadays is more than a simple sport, football means politics, social - but mainly - economic interests to society. The influence that this sport can create has made brands and companies from the most different industries and countries paying multimillionaire sponsorship contracts to ensure that these companies have some space for their logos on the football stadium, during the break time, or in some place of the team kit.
The main objective of this dissertation is to (dis)prove that the shirt sponsorships values received by the football teams are only related to their sportive performance; if not, what are the variables that influence the income paid by the sponsors to the clubs.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Knowledge Management and Business Intelligence
Palavras-chave
Football Kit Media Shirt Sponsee Sponsor Sponsorship