Social-Media as platform for Football Clubs to increase revenues and enhance Brand value.

Abstract

The Thesis has the objective to put in relation the strategies on Social-Media marketing with the increasing of revenues and the enhancing of brand of Football Clubs. An introduction to the Social-Media and a description of strategies to make profit through online advertising are the initial topics of the Thesis. A possible computation of the Return of Investment of digital advertising and the description of the relationship between Football and Social Media complete the First Chapter. The Second Chapter takes in consideration two case-studies based on two methods of making a good Social-Media marketing: the "Liverpool FC" case and the "Cristiano Ronaldo to Juventus FC" case. The possibilities to develop brand and increase revenues for no-professional football is another topic of the chapter. Interviews to a Social-Media Manager and to an owner of a potential sponsor-company complete the analysis. Conclusions can be found in the Third Chapter, with an analysis of the strengths and weaknesses of the Social-Media strategies for professional and no-professional Football Clubs. Opportunity costs and real effectiveness of digital marketing in the world of football are the crucial topics of this final analysis.