'Give me a stadium and I will fill it' An analysis of the marketing management of Stade Français Paris rugby club
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 April 2009
Abstract
This paper analyses the marketing strategy, marketing mix and brand development of SF Paris rugby union club, which succeeded in attracting huge crowds (around 75,000 spectators) for several regular season games and in building strong brand equity. Parallels with American professional sports are drawn and differences from other European clubs highlighted. Finally, planning, consistency and in particular innovation are identified as key factors for success in implementation of the club's marketing strategy.
Keywords
Citation
Bodet, G. (2009), "'Give me a stadium and I will fill it' An analysis of the marketing management of Stade Français Paris rugby club", International Journal of Sports Marketing and Sponsorship, Vol. 10 No. 3, pp. 55-65. https://doi.org/10.1108/IJSMS-10-03-2009-B007
Publisher
:Emerald Group Publishing Limited
Copyright © 2009 by Winthrop Publications Limited