ABSTRACT
The sports industry is a global one, and going international is no longer just an option but rather a necessary step. Technology is bringing irreversible change: “streaming” is gradually replacing classic broadcasting, while e-sport is starting to make an appearance, perhaps to the point where it can be considered a “real” sport and possibly even, as some hope, be included in the Olympic Games. The same is true for cities, which see major global sporting events as an opportunity to rebuild their image in order to better position themselves on the sporting, cultural, business or tourism scenes. In a period of economic upheaval, professional sports teams have realized what an asset a brand can be and how brand management has the power to transcend the local market. The sports game is an experiential product, given the emotions it generates and the way it is staged. Sport breaks down barriers and, as such, becomes a powerful cultural denominator between peoples.
