Memory is an important strategic asset and has been used gradually and indirectly in soccer club marketing. The purpose of this book was to identify how memory can be used in the marketing of soccer clubs, given the role it plays and the present and future potential of using memory in soccer clubs. The considerations presented in this book open up possibilities for soccer clubs to direct their marketing actions towards aspects of the past in order to develop products, goods and services that adequately meet the needs of their consumers and that serve to identify what from the past and how the past should be praised when relaunching actions that are anchored in the past of soccer clubs. ¿Remembering is easy for those with memories. Forgetting is difficult for those with hearts.¿ William Shakespeare