Michel Desbordes

The internationalisation of a sports team brand: the case of European soccer teams

Today, in the sports arena, the status of a sports team brand is vital. The purpose of this paper is to describe and explain how a team can become an international global brand. Following a conceptual approach, it articulates a model for a teams brand internationalisation and proposes four strategies relevant to the sports arena - Brand Reputation; Brand Affinity; Brand Challenger; and Brand Conquistador. It illustrates this internationalisation process via three case studies: Football Club Barcelona, Paris Saint-Germain and Olympique de Marseille.

Innovation management in the sports industry: Lessons from the Salomon case

The sports industry has rarely been an area on which management scholars have focused their research. However, the unique qualities of sport products induce innovative behaviour on the part of organisations. This article utilises a case study approach to look at the design and development of the Salomon monocoque ski and to identify key points about the process of innovation management in this sector. These issues are highlighted in a detailed presentation of the case which is then contrasted with four other cases of innovations in the cycle and sailing industries. The diversity of the five companies and the types of projects with which they were involved help us to arrive at interesting conclusions about the influence of organisational size and the duration of the innovation process.

A review of the economic impact studies done on the Tour de France: methodological aspects and first results

This article deals with studies focusing on the economic impact of major sport events. Sport events have an importance in regional development, particularly the Tour de France because it crosses all the French regions every four years. Tour de France is the third event in the world and generates a lot of expenses each year, although cities have to pay to host the event. Therefore, we need to calculate a net economic impact that takes this expense into account. After a literature review of this research field, we shall present two surveys that were conducted during the 2005 edition. According to them the economic impact is quite important locally. However, since these two previous surveys had some methodological weaknesses, a third survey will be carried out during the 2006 edition to include a demand-approach, an offer-approach and a qualitative analysis of the media repercussions. Our article will end on with a reflexion about the most efficient way to share the added value for the major sport events in the world, mostly those owned by the international federations.

Towards the regulation and restriction of ambush marketing? The first truly social and digital mega sports event: Olympic Games, London 2012.

This study investigates the regulation and restriction of ambush marketing during the London 2012 Olympic Games, with analysis of actions taken via social networks and digital marketing related to the mega sports event. Results show that, where this issue was concerned, the London Organising Committee of the Olympic and Paralympic Games (LOCOG) was the most restrictive OCOG in history. However, there are neither specific legal tools nor international agreements to prohibit ambush marketing and protect official sponsorships. This paper looks at the proliferation of ambush cases during the London 2012 Olympics and underlines the widespread growth of this practice, despite reinforcement of existing laws. Findings show that brands were very imaginative at the expense of official sponsors and that social networks can be powerful publicity channels.

Professional football clubs and corporate social responsibility

Purpose – The subject of CSR is nowadays widely discussed, as is its relevance to the sport entertainment industry. The objective of this research was to investigate corporate social responsibility (CSR) actions in the professional European football league and its impact on clubs’ brand image.Design/methodology/approach – The first part of this research discusses some particular points of the worlds biggest sport entertainment, which is soccer. Then a definition of the meaning of CSR for this particular sector will be outlined. The CSR values adopted by sport clubs are observed in first division football in France. This approach has been combined with brand theories.Findings – The specific research protocol evaluates consumers’ perceptions. The method which is developed measures and analyses the impact of CSR commitment on spectators’ brand perception. In linking CSR to brand image, two managerial viewpoints are discussed. CSR is synonymous with a companys social and ethical commitment. Brand theories o...

Marketing in sport leagues: optimising the product design. Intra-championship competitive intensity in French football Ligue 1 and basketball Pro A

This article deals with the optimisation of the sport leagues product thanks to adequate rules. It features a new model called intra-championship competitive intensity which measures outcome uncertainty and reversals in the standings of a sport league. The model depends on the league product design and, in particular, on the number of sports stakes in the standings. Intra-championship competitive intensity was calculated in French football Ligue 1 (league without playoffs) and basketball Pro A (league with playoffs) over the period 2004-2009. The results show that Pro A intra-championship competitive intensity surpassed Ligue 1s, whereas the latter benefits from a better competitive balance. Then, we propose a product design which maximises intra-championship competitive intensity and marketing and sponsoring efficiency in the European context. This design needs specific marketing actions to be optimised.

Towards a sport cluster model: the ocean racing cluster in Brittany

Research question: This research develops deductively a conceptual framework for the detection and analysis of sport clusters. Research methods: We test this framework in the ocean racing cluster in Brittany, France. Primary data collection comprises 34 interviews and 8 observations. Secondary data consisted of organisational information and archival data. Data were analysed with NVivo. Results and findings: The suggested framework consists of location-specific factors (LSFs) that determine the development and sustainability of a sport cluster and 10 types of cluster organisations (CLORs) as typical members. We find that all suggested LSFs are relevant. Some CLORs receive less attention than others. Shipyards, professional sport organisations, governing bodies and marine equipment firms have key roles in the ocean racing cluster. Implications: The sport cluster framework is consistent and applicable to different contexts. Further sport cluster studies in different sports and countries are recommended to consolidate the concept and to enable practitioners to better understand and create sport clusters.

Sponsorship networks: toward an innovative model

Purpose Sponsorship rarely occurs in a one sponsor-one sponsee dyad (single sponsorship), yet a large portion of sponsorship research takes this perspective. The purpose of this paper is to propose a model that reflects the complexity and rich diversity inherent in the field. The sponsorship network model considers the plurality of stakeholders to a sponsorship and their potential relationships to each other. Design/methodology/approach This conceptual paper develops a theoretical and conceptual framework to better identify the effect of sponsorship networks on consumer behavior. Findings Based on a review of the multiple sponsorships literature, the authors propose an innovative theoretical framework and a set of research propositions. The model considers simultaneously the potential relations between sponsors, sponsees and ambushers at the cognitive, affective and conative levels. Originality/value This research emphasizes the managerial implications for stakeholders involved in sponsorship and ambush marketing actions in order to maximize their investment. The model provides a comprehensive understanding of the complex nature of sponsorship networks and their ability to influence consumer behaviors. These effects are more complex than is currently recognized.

Emerging technologies and sports events

Purpose – The purpose of this paper is to review the development and potential applications of emerging information and communication technologies (ICTs) in sports. The case studies are presented in details: computer system for tracking and visualisation in TV broadcasting and players/teams performance analysis in football. The paper concludes with the authors’ opinion that future implementation of digital technologies, in the first instance, goal-line technologies, to support accurate, practical and reliable decision making in sports is highly needed and represent a basis for further increase in the commercial value of the pre-eminent global sport. Design/methodology/approach – The research utilised an exploratory approach to data gathering due to the fact that the topic is new and data are difficult to collect. The topic is analysed using case study method. Findings – The research found that there is an emerging market to extend the reach of digital technologies adapted for sports industry and sports ev...

Sports teams and equipment manufacturers going international: the strategic leverage of co-branding.

Purpose – The purpose of this is to analyse co‐branding as leverage for both teams and equipment manufacturers in their internationalization endeavours. In other words, how can teams and equipment manufacturers benefit from their association in order to expand internationally?Design/methodology/approach – The study involves four football cases for the 2009‐2010 season: Paris Saint‐Germain and Nike, Olympique de Marseille and Adidas, Olympique Lyonnais and Umbro, and the French national football team and Adidas. Semi‐structured interviews were conducted with managers involved with the four teams and their respective equipment manufacturers. The managers were marketing directors, VPs of marketing, sales managers or presidents of their respective organization. Sponsors, university professors and journalists who interact closely with the teams and equipment manufacturers were also interviewed.Findings – It seems as if the team and its equipment manufacturer do not have a formal strategy to jointly benefit fro...