Case | HBS Case Collection | January 2008 (Revised February 2011)

Club Atlético Boca Juniors

by Anita Elberse, Alberto Ballve and Gustavo Herrero


Club Atlético Boca Juniors is the most popular soccer club in Argentina and one of the most decorated clubs in the world. Throughout its storied history, the club has recruited and developed dozens of star players. In his eleven years at Boca Juniors, president Mauricio Macri has significantly increased the club's net worth and annual revenues. However, he faces a constant challenge to remain competitive on and off the field. In November 2006, Macri is approached by Spanish and Italian soccer powerhouses, seeking to purchase the players Fernando Gago and Rodrigo Palacio. Should Macri enter negotiations with the clubs interested in buying the star players? If so, how should they approach the talks? Allows for an in-depth examination of Boca Junior's business model and how it differs from that of the richer soccer clubs in Western Europe. Also enables an assessment of successful talent and brand management strategies in the context of a sports franchise with a worldwide reach.

Keywords: Business Model; Talent and Talent Management; Globalized Markets and Industries; Brands and Branding; Marketing Strategy; Sports; Sports Industry; Argentina;


Elberse, Anita, Alberto Ballve, and Gustavo Herrero. "Club Atlético Boca Juniors." Harvard Business School Case 508-056, January 2008. (Revised February 2011.)