Bodet SF IJSMS_02.pdf (245.92 kB)
An analysis of the marketing management of Stade Français Paris rugby club
journal contribution
posted on 2012-08-06, 12:37 authored by Guillaume BodetThis paper analyses the marketing strategy, mix marketing and brand
development of SF Paris rugby union club which has succeeded in attracting
huge crowds (around 75 000 spectators) for several regular season games
and building a strong brand equity. Parallels with American professional
sports are drawn whereas differences with European clubs are highlighted.
Finally, planning, consistency and especially innovation are identified as key
factors of success in the implementation of the club’s marketing strategy.
History
School
- Sport, Exercise and Health Sciences
Citation
BODET, G.S.P., 2009. An analysis of the marketing management of Stade Français Paris rugby club. International Journal of Sports Marketing and Sponsorship, 10 (3), pp.252-262.Publisher
© International Marketing Reports LtdVersion
- AM (Accepted Manuscript)
Publisher statement
This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/Publication date
2009Notes
This article was published in the serial International Journal of Sports Marketing & Sponsorship [© International Marketing Reports Ltd].ISSN
1464-6668Publisher version
Language
- en