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The signing of flayers from underrepresented nationalities as a marketing strategy for football clubs
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| 2.8 MB | Adobe PDF |
Orientador(es)
Resumo(s)
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.
Descrição
Palavras-chave
Football Marketing Internationalization Player signing