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.
This 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.