“La lliga dels magnats”. La Premier League i el negoci del futbol en l’era dels mitjans globals

The relationship between the mass media and sport has reached a state of symbiosis. The great media companies and sports organizations have combined synergies to get the best return on their products, both communicationrelated and sports-related. To define this situation, some authors have spoken of the “new sport oligopoly” or of the “global media sports complex”. This article analyzes the formation of this complex based on real examples of financial relations between media companies and sports organizations and, finally, draws attention to how these relations took place in the Premier League during the 2009-2010 season, taking into account the fact that this was the European football league which consolidated the process of international commercialization the soonest, which has the most highly valued football brand (Manchester United) and which has the clubs that make the most money from television rights and commercials.


Xavier Ginesta, doctor en Comunicació i Periodisme per la Universitat Autònoma de Barcelona, és professor agregat al Departament de Comunicació de la UVic i coordinador de la titulació de Periodisme de la universitat. Ha estat associat al departament de Filologia Catalana i Comunicació de la UdG i col·laborador a l'Escola Superior de Relacions Públiques de la Universitat de Barcelona. Actualment col·labora al diari El Punt, el bisetmanari El 9 Nou i el setmanari La Garrotxa.

KEY WORDS: global media and sports complex, Premier League, entertainment sector, sport oligopoly, online betting.
PARAULES CLAU: complex mediàtic i esportiu global, Premier League, sector de l'entreteniment, oligopoli esportiu, apostes en línia.