Italy's Serie A Football Team

Paper Summary:

This paper examines how the Italian Football League, or "Lega Calcio", dates back to 1946 and describes what comprises the teams of Serie A in Italian football. It identifies the business drivers for the sport, the characteristics of the teams, the motivation of sponsors, and the formula for revenue. It also looks at how the business model has changed over time from a customer-centered model to a shareholder-driven one and how nowhere was this more evident than during the postponement of the 2002-2003 season because of pay-per-view contract issues.

Outline
Italy's Serie A Football League: A Brief History
Italian Serie A and B
The Business of Football
Sponsorship
Shirt Sponsorships
Player Contracts
Wages
Revenues
Conclusion
Bibliography
Appendix A Sports Classifications

From the Paper:

"With the advent of television, a venue for was created for pro football players to showcase commercial products. In 1951 Stanley Matthews (the first pro football player to be knighted) received 20 a week from CWS (Co operative society) for sporting football boots. At this time, however, most players were tied to their clubs, bound to a maximum wage and abiding by the retain-and-transfer contract system, necessitating that they keep their "day" jobs. When England hosted the World Cup Finals in 1966, the ceiling for the maximum wage was lifted. It was at this time a mascot entered the fray, the tournament was effectively "branded", and the first superstar, George Best was born. (Critcher, 1991) An official song was created for the tournament, replica "World Cup Willy" Lions were sold, and approximately 400 million people world wide watched the TV coverage."

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