Date of Award

2018

Document Type

Research Paper

First Advisor

Doreen O'Connor-Gomez

Abstract

Marketing, culture, and sports have all gone hand in hand for as long as commercialized business has existed. Spain’s Real Madrid has mastered all three of these and combined them into a brilliant business strategy or strategies. With this rich history, the club can boast that they are comparable yet uniquely opposite from the Boston Red Sox. Real Madrid owes its success as a sports team and also as a business to their promotion of their organizational culture. Despite the fact that both the Sox and Real Madrid are two of the most recognizable teams in the sports world today, why is one more of a global entity than the other? Statistical analysis, expert studies, and an application of the theoretical framework behind marketing will show precisely why Real Madrid has had the upper hand on every sports team from a marketing standpoint. Although culture may not be a simple entity to sell, promoting an idea that a variety of people can relate to and be a supporter of creates a bond between fan and club that is unbreakable. While Red Sox fans may be some of the most loyal in the United States, Real Madrid steals the title of the largest fan base in the world. A following a large as Real Madrid’s it stems from one idea: in a culture where everyone can relate to the core values, it is difficult to not support the team as well as the brand. Is Real Madrid’s ability to market culture so successfully repeatable?

Comments

WSP Major: Marketing and Leadership

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