The Internet, sponsors and TV rights: the bedrock of modern football
Football has now become one of the most complex mechanisms in the world, a real global multinational company of sport in which every moving part must engage smoothly with the others in order to maintain balance. In the modern game, there are three pa...
Football in the era of sponsors: Heineken’s request
Sponsors have become an essential part of the footballing world, since they represent one of the most important drivers for the whole system to go forward. Since the 1970s, when it became common practice to put sponsors’ names on football kits, the c...
