“…These trends are usually thought to have had a strong influence on the recent evolution of football, giving rise to a redefinition of its competitive structures (Giulianotti, 1999), the clubs' transformation into business organizations (Moor, 2007;Walsh & Giulianotti, 2001), the formation of a global market of hyper-professionalized footballers (Lafranchi & Taylor 2001), and the general commercialization of the ethos that articulated the modern formation of this sport around values of fun, sport sociability and fair play (Andrews, 2004;Sewart, 1987). In this context, various authors have referred to the recent transformations in football as the new football business (Conn, 1997;Finn & Giulianotti, 2000;Garland, Malcolm & Rowe, 2000;Hamil, Michie & Oughton, 1999;Morrow, 1999;Szymanski & Kuypers, 1999;Wagg, 2004). These authors point out that the media have become the main propellers of the new football business, transforming the main clubs into 'televised content businesses' (Boyle & Haynes, 2004).…”