The internationalization of professional football clubs. Potential markets and the brand personality of Borussia Dortmund

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The professionalization and commercialization of football are examined, highlighting the increasing financial demands faced by top clubs in the "big five" European leagues. As domestic markets become saturated, these clubs are actively seeking growth by expanding into new international markets. This thesis explores the implications of these trends within the context of contemporary media and societal interests, reflecting on the evolving landscape of football management and corporate governance.