FC Barcelona: More than just a club

FC Barcelona (Football Club Barcelona) is one of the most famous and richest football clubs in the world, with more than a hundred years of history. The club's business model has undergone important changes over the last 25 years, as has occurred with the entire football industry. Football has become an entertainment industry on its own, some years ago operating only locally and now globally. Today, football clubs are competing not only to win titles on the playing field but also to win market share, have more customers and generate higher profits by implementing different corporate and marketing strategies. Within this context, a major challenge for FC Barcelona marketing managers is how to expand globally, entering and growing in markets like North America or Asia, with high growth potential but where football is not the most popular sport. In addition, the main issue is how the FC Barcelona brand and its values can be made to appeal to those markets.