Mario Messagi Júnior¹, Gabriel Snak² 

(1. Universidade Federal do Paraná, Curitiba, Paraná, Brazil; 2. UFPRTV, Brazil)

Abstract: Soccer has risen in the context of the industrial revolution and the spirit of the age and has become, throughout the 20th century, a symbolic good for mass consumption. In this process, the materialities that allow the enjoyment of soccer, such as stadiums, radio broadcasting and the Internet, worked overtime, which has changed the relationship between fans and the club in five successive periods: 1) amateur; 2) massive unmediated consumption with commercial traits; 3) national broadcast; 4) multinational broadcast; 5) international convergence. Despite the strong identity with the Catalunya region, Barcelona, our object of analysis, a cultural good of wide world consumption, is exploited as much as possible by advertising, both inside (uniforms) and outside the product (commercial break). The analysis, focused on the multinational broadcast period, will take into account the circumstance verified in games where Barcelona acts as a visitor in the national domestic league. The advertising boards are aften digitally changed, by television broadcast stations. Sponsors appear in diversified languages targeting speakers from all the world. The way the cultural good is enjoyed allows different sensitivities and perspectives. Likewise, new materialities such as Internet open doors to innovative forms of advertising and product exploitation.

Key words: communication materialities; FC Barcelona; tecnologic innovation; meaning production; publicity

JEL codes: M37, O33