Abstract (eng)
Globalization comes directly along with the changing structures in professional sports. Characteristic for the development were increasing interests of economics – foremost the advertising industry – and interests of media. In addition, mainly because of the pressure of competition in sports, associations were changing and accordingly transforming their shapes and structures into profi-oriented business. Marketing, advertising and orchestration got more and more importance, the corporately flavor was going to fall behind. The reflexion of football clubs gives lots of ideas concerning this problem as it’s a representative example for social arrangement along social classes, nationalities or religions under the generation of identity. This appears as an antithesis according to global strategies of the Big Players in (European) club football. The science of communication is now confronted with two inconsistent structures of clubs, on the one hand the long-established direction along its historically grown identity, on the other hand a re-orientation along matters of branding and global marketing. Notable is in fact the transformation of cultural attributes and adjustments of connected elements along marketable attributes.