Guillermo Ricaldoni, a module leader in the framework of the FIFA/CIES Programme taught by Universidad Católica Argentina (UCA), has just published a book on sports marketing. The book was officially presented to the press on 11 November in Buenos Aires.
The book, entitled “Sports marketing with passion” (“La pasión deportiva del marketing”), offers a broad overview of the increasingly important relationship between sport and marketing in society and in the business world today. It includes an overview of the sports marketing classes that Guillermo Ricaldoni has taught to UCA/FIFA/CIES Programme students for 10 years.
CIES supported publication of the book given that the author has for many years explored, analysed and commented on the realities of sport in Argentina. As a guest expert invited to speak at many universities in the FIFA/CIES International University Network, Guillermo Ricaldoni has acquired significant knowledge of the needs of sports organisations in South America and in other parts of the world. His book is therefore rooted in the complex and demanding reality of sport and related aspects.
In the foreword, CIES President Bertrand Reeb adds: “There is an important lesson the reader should keep in mind: Although the main objectives of sport are to become more professional, to achieve greater performance, to increase efficiency, it should not use management tools, in particular those linked to marketing, without soul or principles. The long-term success of sports organisations - and of sport in general - involves rigorous but open strategy, ensuring that efficiency goes hand in hand with ethics”.
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