A Cross-Cultural Comparison of the Consumption of Football Club Merchandise in Argentina and England

A seminar as part of the Sport Business Centre Seminar Series

Given by: Dr Nicholas Wilde, University of Greenwich

B20 Lecture Theatre
Main Birkbeck Building
Torrington Square
London WC1E 7HX

Monday 6th October 2014 at 6pm

For directions click here

This event will operate under “Chatham House Rules” – no external reporting without the permission of the speaker.

Attendance is free and open to all.


The football replica shirt market is a key source of revenue for football clubs. So, for example, in 2012 Manchester United signed a record shirt sponsorship deal with Chevrolet Motors for approximately £50 million a season; and earlier this year moved their kit business from Nike to Adidas for a reported £750 million over 10 years.

Drawing on research carried out for his doctoral thesis at the University of Liverpool, in this presentation Dr Nick Wilde reviews the market for replica shirts, and comparative consumption patterns, in Argentina and England. Based on survey data from over 700 supporters he will present a classification of how football supporters in the two countries manifest their consumption of replica shirts, and will draw out the lessons of these consumption patterns for both clubs and their sponsors.


  • Dr Nicholas Wilde is a lecturer in the Department of Marketing, Events & Tourism Department, in the Business School at Greenwich University, London. Dr Wilde is one of the leading academic researchers in the field of international sport marketing. A fluent Spanish speaker, over many years he has carried out substantial research into the marketing environment and practice of Argentinean football.



  • Wilde, N. (April, 2009). “Interview with Orlando Salvestrini: President of Marketing, Club Atletico Boca Juniors in Argentina”. International Journal of Sports Marketing & Sponsorship, Vol. 10, No. 3.
  • Ramallo, S. & Wilde, N. (2008). “Boca Juniors, the half plus one of the America’s population team: the re-structuring of the club”. In: Chadwick, S. & Arthur, D. (Eds.). International Cases in the Business of Sport. London: Reed-Elsevier.

Contact details

For further details on this seminar series contact:

Sean Hamil

Department of Management
Birkbeck College
Malet Street

Tel: 020-7631 6763

Twitter: @Birkbecksport

View all Events