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The Globalisation of Professional Football Clubs-A Critical Analysis of Liverpool Football Club

Chong Zhang


Nowadays, globalisation has become a part of everyday life. Professional sports clubs can expand their business and increase brand influence through globalisation and glocalisation. This paper aims to summarise and make recommendations on the globalisation strategies of professional sports clubs. The researcher conducted a case study of Liverpool FC in terms of research methodology. As a professional sports football club with a large global following, this paper discusses four aspects (symbols, partners, stadium and social media platforms) of the globalisation of Liverpool football club. The researcher drew two recommendations based on the discussion: simplify the logo and focus more on local characteristics.


Sport; Globalisation; Glocalisation; Liverpool

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DOI: http://dx.doi.org/10.18686/fm.v7i3.4711