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The proto-image of Real Madrid: implications for marketing and management

Kimio Kase (Professor of General Management, IESE Business School, University of Navarra, Camino del Cerro del Aguila, 3, 28023 Madrid, Spain)
Ignacio Urrutia de Hoyos (Academic Director, Centre for Sport Business Management, IESE Business School, University of Navarra, Spain)
Carlos Martí Sanchís (Research Assistant, Centre for Sport Business Management, IESE Business School, University of Navarra, Spain)
Magdalena Opazo Bretón (Research Assistant, Centre for Sport Business Management, IESE Business School, University of Navarra, Spain)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 April 2007

469

Abstract

Under club president Florentino Pérez, Real Madrid Football Club appeared to utilise the proto-image of the firm (PIF) management approach. Such a strategy embraces the use of branding, values and mid- to long-term planning to generate income. In the case of Real Madrid, the strategy comprised the recruitment of 'Galácticos', which helped it to become the world's number one club in terms of both turnover and profile. Although the strategy delivered success economically, questions remain regarding its sustainability for a sporting organisation.

Keywords

Citation

Kase, K., de Hoyos, I.U., Sanchís, C.M. and Bretón, M.O. (2007), "The proto-image of Real Madrid: implications for marketing and management", International Journal of Sports Marketing and Sponsorship, Vol. 8 No. 3, pp. 7-28. https://doi.org/10.1108/IJSMS-08-03-2007-B004

Publisher

:

Emerald Group Publishing Limited

Copyright © 2007 by Winthrop Publications Limited

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