Internacionalização da marca dos clubes de futebol do Brasil: o caso do Cruzeiro Esporte Clube

Abstract

Globalization is gradually making the world economy more unified and competitive. In this context, companies from the most diverse niches are using internationalization strategies to increase their sources of revenue and expand their brand globally. In line with this, in the soccer industry, the advent of professionalization allows for greater business organization within the clubs themselves, expanding the possibility of expansion and the use of corporate strategies. Consequently, this sector has acquired great economic relevance worldwide in recent decades, turning over billions of dollars annually. This paper analyses the factors intrinsic to the generation of new revenues and business opportunities for Brazilian clubs in the globalized world. To this end, the internationalization processes of soccer clubs will be explored. In order to achieve a more robust understanding, a case study of the internationalization process of Cruzeiro Esporte Clube will be used. This is because, through this scenario, we will be able to analyze how the internationalization process of the respective club takes place and verify the financial potential of the internationalization carried out, from the perspective of the classic methods and theories of company internationalization. The methodology used is qualitative and quantitative, with a descriptive analysis and a procedure based on document analysis, interviews, a review of specialized literature and a case study. Based on the information collected, it was possible to identify the great potential of Cruzeiro Esporte Clube's international area compared to other sources of revenue, and it was also found that this sector can boost the club's traditional revenues. Cruzeiro is a success story in the area of internationalization and these structures and strategies can be applied to other Brazilian clubs.