Boca Juniors and the projection into new markets

Abstract

This paper studies the global projection that historically had the Club Atletico Boca Juniors of Argentina –a sports' centennial association–, analyzing the visibility it had around the European tour in the early twentieth century and the later participation in the International Cup 2000 in Asia. Also this article addresses the modernizing strategies that have implemented the leaders of the organization to put Boca as one of the biggest sporting clubs internationally.