The Internationalisation of a Sports Team Brand: the Case of European Soccer Teams
This paper proposes four strategies for globalising a sports brand using three case studies: Football Club Barcelona, Paris Saint-Germain and Olympique de Marseille.
From The International Journal of Sports Marketing & Sponsorship - Volume 10 Number 1
The internationalisation of a sports team brand: the case of European soccer teams
by
André Richelieu, Professor, Department of Marketing, Université Laval, Québec, Canada
Sibylle Lopez, Researcher, Department of Marketing, Université Laval, Canada
Michel Desbordes, Professor, Paris Sud XI and ISC School of Management, Paris, France
Abstract
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 team’s 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.
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© IMR Publications Ltd
Keith
Keith Irving
iStadia
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