The signing of flayers from underrepresented nationalities as a marketing strategy for football clubs

Abstract

This thesis explores the off-pitch impact of football player signings, focusing on those from underrepresented nationalities in top European leagues. Using Instagram followers as a proxy for marketability, three predictive models analyze factors like market value, titles won and socio-cultural ties to measure player influence. The study highlights how strategic player acquisitions can enhance both on-field performance and off-field financial success, and how by integrating these findings into scouting and strategic planning, football clubs can optimize signings to boost marketability and global reach. The research underscores the need for a balanced approach to achieving sporting and commercial excellence.