Między tożsamością etniczną a marką globalną. Antropologiczna analiza klubu FC Barcelona jako katalońskiej marki etnicznej

The article describes a very interesting phenomenon: connections between identity, ethnicity, sport (especially football) and marketing – being used to create an ethnic brand in the contemporary global world. The author examines the example of the “nation without a state,” Catalans, and their famous football club, FC Barcelona, to indicate how they use their ethnic and cultural heritage to make an interesting market “product,” binding local features with global openness. Contemporary reality seems to put ethnic identity in danger. However, the case of Catalans and FC Barcelona shows that it is possible to link identity and culture with global market’s needs.