Using Social Media in Football Companies of the 1. Bundesliga

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The research paper explores the evolution of football clubs into substantial business enterprises, highlighting their roles beyond mere sports competition. It emphasizes the corporate structures of Bundesliga clubs, such as Bayern München AG and St. Pauli Marketing GmbH, illustrating how these organizations have integrated professional trade into their operations. The analysis reveals the complexities of football as a business, challenging the perception of clubs as solely athletic entities.