Abstract
Currently, most successful football clubs are global brands, but mostly from developed regions. This teaching case concerns an emerging market football club wanting to become a global brand. Flamengo, a Brazilian football club with a long history and tradition in football, not to mention a large fanbase, was one of the powerhouses of Brazilian football and felt ready to take the next step. But how could they become a global brand when they are not part of a major global league? How and where should they begin? With these discussion questions as background, students will learn about two important internationalization theories: the Eclectic Paradigm and the Network Approach.
Keywords:
Internationalization; Internalization; Football; Networks; Teaching case