Wilde, Nicholas (2014) Cross-cultural comparison of the consumption of football club merchandise in Argentina and England. In: Sport Business Centre Seminar Series, 6 Oct 2014, Birkbeck Sports Business Centre, Birkbeck, University of London, UK. (Unpublished)

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Abstract

[Synopsis] The football replica shirt market is a key source of revenue for football clubs. So, for example, in 2012 Manchester United signed a record shirt sponsorship deal with Chevrolet Motors for approximately £50 million a season; and earlier this year moved their kit business from Nike to Adidas for a reported £750 million over 10 years.

Drawing on research carried out for his doctoral thesis at the University of Liverpool, in this presentation Dr Nick Wilde reviews the market for replica shirts, and comparative consumption patterns, in Argentina and England. Based on survey data from over 700 supporters he will present a classification of how football supporters in the two countries manifest their consumption of replica shirts, and will draw out the lessons of these consumption patterns for both clubs and their sponsors.

Item Type:	Conference or Conference Paper (Paper)
Additional Information:	[1] Seminar, held 6 October 2014. “Chatham House Rules” – no external reporting without the permission of the speaker. Part of the Sport Business Centre Seminar Series - Birkbeck Sports Business Centre, Department of Management, Birkbeck College, University of London.
Uncontrolled Keywords:	cross-cultural comparison, consumption, football club merchandise, Argentina, England
Subjects:	H Social Sciences > HF Commerce
Faculty / School / Research Centre / Research Group:	Faculty of Business
Related URLs:	Organisation
Last Modified:	14 Oct 2016 09:29
URI:	http://gala.gre.ac.uk/id/eprint/12267

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