Soccer Clubs as Media Organizations: A Case Study of Benfica TV and PSG TV


The sport/media complex is a very dynamic system in which actors are constantly negotiating positions and power relations. Historically, sport organizations and media companies have had a symbiotic relationship, and the boundaries between them have been fluid. First, media companies acted as sport organizations’ storytellers, but after the digital revolution, it became easier for sport organizations to enter the media market. Concerned with revenues, soccer clubs decided to take responsibility for exploring their image and promoting intellectual property. Initially advancing with marketing and public relations departments, they later created television or other media channels. The creation of club-owned media established an environment where a soccer club can act as a media organization. This case study is based on an examination of Benfica TV, in Portugal, and PSG TV, in France, to seek to understand their motivations and to assess the existence of a similar business model or motivation. An ethnographic-interview methodology was used in an attempt to understand the inner parts of the clubs that are frequently restricted.

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