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Football is big business. The top teams and leagues in world football generate billions of dollars in revenue and serve an audience of billions of fans. This book focuses on the marketing of football, as the apex of the contemporary football industry. Drawing upon key theories and concepts in sport marketing research, it highlights the critical
List of contents
Introduction
[Nicolas Chanavat, Michel Desbordes and Nicolas Lorgnier]Section I: Towards a Professionalization of the Marketing of Professional Football ClubsIntroduction
[Nicolas Chanavat, Michel Desbordes and Nicolas Lorgnier]
1. The Marketing of Football: History, definitions, singularities, strategies and forms of operationalization
[Nicolas Chanavat and Michel Desbordes]
2. The Economic Model of a Professional Football Club in France
[Nicolas Scelles and Wladimir Andreff]
3. The Marketing of Professional Soccer in the United States: A case study of Major League Soccer
[Eric Brownlee and Nicolas Lorgnier]
4. Fifteen Years of Sport Marketing Revisited: An interview of the "great witness" Christophe Bouchet, former president of Olympic Marseille, former CEO of Sportfive and Director of Infront in France
[Michel Desbordes and Nicolas Chanavat]
5. European Football is Nearing a New "Big Bang"
[Vincent Chaudel]
Section II: Topics Related to the Marketing of Professional ClubsIntroduction
[Nicolas Chanavat, Michel Desbordes and Nicolas Lorgnier]
6. Sports Sponsorship and Professional Football
[Nicolas Chanavat, Michel Desbordes and Nicolas Lorgnier]
7. The Other Field of Play: Football on social media
[Boris Helleu]
8. Regions and Professional Football Clubs: What is cohabitation between the sports brand and the regional brand?
[Christopher Hautbois]
About the author
Nicolas Chanavat is Director of the first year of the sport management Master's degree programme at the University of Paris-Saclay, France, and Director of Research Grants for the French Centre for Olympic Studies. He is a specialist in football marketing and mega sporting events and has published several books and academic articles in these areas. Mr Chanavat has worked for professional sport clubs such as AS Saint-Étienne and organised several mega sporting events (FIFA, IOC, UEFA). In addition, he works as a consultant for the French Soccer Federation and the "Grand Stade" of the Olympique Lyonnais.
Michel Desbordes is Sports Marketing Professor at the University of Paris-Sud, France and Chief Editor of the
International Journal of Sports Marketing and Sponsorship. As a Media Consultant, he is regularly consulted by BFM, France Télévisions, Europe 1,
Le Monde and
L'Équipe to discuss matters of sports business. He has also been Associate Professor at the University of Ottawa, Canada, and the Shanghai University of Sports, China. Michel has published 30 reference books in the field of sports marketing, as well as numerous academic articles.
Nicolas Lorgnier is an associate professor at Canisius College, USA. He has over 10 years of teaching experience in sport management and has worked with universities in Europe, North America and Asia. Mr Lorgnier has written over 30 publications, including articles in leading sport management and service management journals such as
European Sport Management Quarterly and
Service Business. He also serves as a reviewer for various academic journals, such as the
Journal of Sport Management, the
International Journal of Sports Marketing and Sponsorship and the
Journal of Strategic Marketing.
Summary
Football is big business. The top teams and leagues in world football generate billions of dollars in revenue and serve an audience of billions of fans. This book focuses on the marketing of football, as the apex of the contemporary football industry. Drawing upon key theories and concepts in sport marketing research, it highlights the critical
