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Sponsorship sales is not only a sport, but an institutional business as well: evidence from two professional football clubs in Latin-America
2020
Estudios de Administración
The purpose of this paper is to identify the impact of institutionalization, legitimacy, learning behaviors, and other organizational characteristics on the efforts made by sport clubs signing sponsorship contracts. An exploratory comparison of two professional football clubs, playing in the First Division, of Costa Rica and Chile was performed. Using a narrative methodology, the Costa Rican team was analyzed through observation during a two-year collaboration period, and the Chilean team was
doi:10.5354/0719-0816.2019.56952
fatcat:4vrforytozep3p252it6ne36ji