O processo de internacionalização de times de futebol: o estudo de caso do Cruzeiro Esporte Clube

Abstract

This study analyzes the process of internationalization of soccer teams, taking as a case study “Cruzeiro Esporte Clube”. The research notes the main international insertion strategies of companies; as well as the main soccer teams internationalization strategies. It is possible to analyze what were the strategies adopted by “Cruzeiro Esporte Clube” in its internationalization process, as well as the ways in which these were applied. This study concluded that there are internationalization strategies specifics for sports associations and the analyzed club adopts some of these strategies. Although “Cruzeiro Esporte Clube” internationalization happens in a timidly way, it is an essential element for increasing the fan base, professionalization of sports management and maximizing financial results.