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An analysis of the marketing management of Stade Français Paris rugby club

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journal contribution
posted on 06.08.2012, 12:37 by Guillaume Bodet
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.

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 Ltd

Version

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

2009

Notes

This article was published in the serial International Journal of Sports Marketing & Sponsorship [© International Marketing Reports Ltd].

ISSN

1464-6668

Language

en

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Keywords

Exports