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Un'analisi della sponsorizzazione calcistica in Zimbabwe: il caso dello ZIFA
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ISBN10: 6209111793
ISBN13: 9786209111792
Publisher: Edizioni Sapienza
Published: Nov 12 2025
Pages: 84
Weight: 0.27
Height: 0.20 Width: 6.00 Depth: 9.00
Language: Italian
ISBN13: 9786209111792
Publisher: Edizioni Sapienza
Published: Nov 12 2025
Pages: 84
Weight: 0.27
Height: 0.20 Width: 6.00 Depth: 9.00
Language: Italian
Il mondo del calcio è un'area naturale per la sponsorizzazione, poiché veicola immagini molto forti, ha un pubblico internazionale di massa e si rivolge a tutte le classi sociali (Ferrand & Pages, 1996). L'industria del calcio è quindi diventata un'industria multimilionaria. I marchi calcistici sono emersi come marchi globali, con organizzazioni come il Real Madrid Football Club di Spagna e il Manchester United del Regno Unito che hanno sviluppato un ampio sostegno in tutti i continenti, diventando probabilmente le squadre sportive più famose e più ricche del mondo (Forbes Magazine, aprile 2010). Questa crescita di popolarità ed esposizione ha scatenato un forte interesse da parte degli sponsor, che cercano di far conoscere il proprio marchio a livello internazionale. Per quanto riguarda l'Africa in generale e lo Zimbabwe in particolare, il calcio non è un grande affare. Perché? Questo libro risponde al perché.
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