Abstract
ABSTRACT Florentino Pérez is the most successful president of soccer organizations in the world. His leadership in Real Madrid is uncontested. This paper explores his use of communication and power. It delves into how Pérez’s use of communication parallels the one recommended by four great masters who wrote during the Renaissance and Baroque periods about using communication to project power: Nicolo Machiavelli, Baltasar Gracián, Francesco Guicciardini or Cardinal Mazarino. This paper is a content analysis of an exclusive interview Pérez gave on TV after the fiasco of the European Super League in 2021. This analysis shows how Pérez´s performance reflects the teachings of these masters in his deeds, appearance, the reconciliation of his public and private interests, and in the brevity with which he conveys his messages. The conclusion is that there are some atemporal principles in the strategic communication menu that work in the soccer industry when top executives try to gain popular support.
Published Version
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