The Comparison of European Football Clubs' Brand Management Strategies: the Cases of Barcelona, Manchester United and Bayern Football Clubs

Student: Lebedkov Ivan

Supervisor: Dmitry V. Levando

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2017

At present time there are strong connections between European football clubs and profit-seeking organizations. As a profit-seeking organizations football clubs should focus on strategies aimed to rise its profitability by combining sporting and financial success. Generated internal fund could be re-invested into squad development and sporting success activities. The aim of the master thesis is to identify the types of top sports clubs brand management strategies and its results. The goal of the paper is to Identify the types of brand management strategies and analyse how strategies works and which areas of club’s operations its affecting.

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