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Today this consists more of coming up with a business plan than strictly controlling bankruptcy. If clubs’ accounts are not in accordance with what was agreed, they are punished seriously – for example, 11 Marketing and football: an international perspective by being relegated. The key point of this chapter is to discuss whether this model can be exported all over Europe, considering the increasing power of the G14 (an organization of European football clubs founded in 2000, initially by fourteen members, with another four clubs added in 2002).

Rodolfo Hecht is also critical of the structure of the competition which limits the number of games elite clubs play against each other (personal interview, 15 February 2005). In reference to the UCL tie between AC Milan and Manchester United in 2005, Hecht argued: You should really stop and think and consider you are talking probably brand number one and brand number three in world football, they played once in forty years … that really makes you understand the magnitude of the problem. The decision to retain free-to-air partners, and constrain the size of the league stage, means that European competition revenues are to some extent like a coiled spring waiting to be released.

Europe is football’s economic centre, and as such attracts star players from across the world. Those star players are employed by the most famous elite clubs, which in turn enjoy remarkable loyalty from their supporters. The clubs are the brands that operate within the UCL brand. As noted above, the UCL is the successor of the European Cup, first played in 1955. It is within that historical context that the UCL exists as the legitimate tournament played to decide Europe’s greatest football teams.

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