“La lliga dels magnats”. La Premier League i el negoci del futbol en l’era dels mitjans globals

摘要

The relationship between the mass media and sport hasreached a state of symbiosis. The great media companiesand sports organizations have combined synergies to getthe best return on their products, both communicationrelatedand sports-related. To define this situation, someauthors have spoken of the “new sport oligopoly” or ofthe “global media sports complex”. This article analyzesthe formation of this complex based on real examples offinancial relations between media companies and sportsorganizations and, finally, draws attention to how theserelations took place in the Premier League during the2009-2010 season, taking into account the fact that thiswas the European football league which consolidated theprocess of international commercialization the soonest,which has the most highly valued football brand(Manchester United) and which has the clubs that makethe most money from television rights and commercials.