Routledge Handbook of Football Marketing

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.

Introduction

Nicolas Chanavat, Michel Desbordes and Nicolas Lorgnier

Section I: Towards a Professionalization of the Marketing of Professional Football Clubs

Introduction

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 Clubs

Introduction

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

9. CSR: A new strategic component for European professional football clubs

Aurélien François

Section III: Case Studies from Europe’s "Big Five" and Emergent Professional Football Leagues

Introduction

Nicolas Chanavat, Michel Desbordes and Nicolas Lorgnier

10. Towards a Globalization of the Brand Paris Saint-Germain

Nicolas Chanavat and Michel Desbordes

11. The Parc Multifonctionnel Olympique Lyonnais and the "Grand Stade": At the heart of the OL Groupe’s marketing strategy

Nicolas Chanavat and Michel Desbordes

12. "Green Fandom": At the heart of the marketing plan of the Association Sportive de Saint-Étienne

Nicolas Chanavat and Michel Desbordes

13. "I can’t help falling in love with my team": Active engagement in social initiatives as a driver of fan commitment in sports

Verónica Baena

14. The Management of Football Brands: Brand identity management illustrated by Borussia Dortmund

Gerd Nufer, André Bühler and Sarah Jürgens

15. Brand Image Impacts on Spectators’ Purchase Behavior: The German football club VfB Stuttgart

Jens Blumrodt

16. The ACF Fiorentina Marketing: The strength of local identity

Patrizia Zagnoli and Elena Radicchi

17. Supporter Engagement through Social Media: A case study of Liverpool Football Club

James A. Kenyon and Guillaume Bodet

18. Manchester United: The capitalized history, from the 1960s to today

Claude Boli

19. Professional Football in China: Retrospect and prospect

Dongfeng Liu

20. Marketing Football: Perspectives from the Japan Football League (J. League)

Yoshifumi Bizen and Shintaro Sato

General Conclusion

Nicolas Chanavat, Michel Desbordes and Nicolas Lorgnier