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Stade Français Paris rugby clubPons (2005) noted, some might not agree with such amarketing strategy, and our goal is not to say thatevery professional club should replicate it. It dependson the identity of the sports organisation and thepotential demand. Through this case study, we wantedto highlight the fact that the marketing strategy wassuccessful because it was well thought-out, consistent,innovative and in accordance with, or determined by,the identity of the club.For SF Paris, the major issue now is developingspectator loyalty and transforming casual spectatorsinto fans with an increased club identification level.This is because such developments have been foundto generate numerous favourable outcomes for theclub (Wann, 2006). So far, there is no evidence tomake us conclude that such a transformation ishappening. However, we do not consider it as a majorshortcoming. Indeed, the aim of SF Paris is not toprovide a major show at every home game. Thiswould over-supply the product and spoil theuniqueness and its extraordinary quality. Throughlimiting supply, there is no reason to think that futureextravaganzas would not be successful. The strategyshould, therefore, guarantee strong and steadyfinancial income through these major events and theoverall brand management, which will in turn enablethe club to invest in the core product, talented playersor staff.© 2009 International Marketing ReportsBiographiesGuillaume Bodet is a lecturer in sports marketing atthe School of Sport and Exercise Sciences, Universityof Loughborough, UK. He is a member of the Instituteof Sport and Leisure Policy and the Centre for OlympicStudies and Research, and his research interestsbroadly include consumer behaviour in relation tosport services, goods or brands.ReferencesAugustin, J.-P. (1999) From one stage to another: French rugbycaught between local and global cultures. Journal of EuropeanArea Studies 7(2), 197-210.Blitz, R. (2007) US sports make London the goal. The FinancialTimes, 26 October 2007.Bodet, G. & Bernache-Assollant, I. (in press). Do fans care abouthot dogs? A satisfaction analysis of French ice hockey spectators,International Journal of Sport Management and Marketing.Boure, R. (2004) Approche socio-économique de sociopolitiquedu rugby [Socio-economical approach of rugby socio-politics].Workshop Inter-ateliers: Rugby, médias et Société, 14 June2004.Bourgeon, D. & Bouchet, P. (2001) La recherche d’expériencesdans la consommation du spectacle sportif [Experience seekingin the sporting event consumption], Revue Européenne deManagement du Sport, 6, 1-47.Castillo, J.C. (2007) Play fresh, play local: the case of Athleticde Bilbao, Sport in Society 10(4), 680-697.Charlot, V. (2006) Le rugbyman professionnel: socialisation etévolutions des normes, ou quand les ‘déviants’ deviennent‘conformes’ [The professional rugby player: socialisation andnorms evolution, or when ‘deviant’ become ‘orthodox’],proceedings from the 2nd Congress of the Association Françaisede Sociologie, 5-8 September, Bordeaux, France.Couvelaere, V. & Richelieu, A. (2005) Brand strategy inprofessional sports: the case of French soccer teams, EuropeanSport Management Quarterly, 5(1), 23-46.Euchner, C.C. (1993) Playing the field: why sport teams moveand cities fight to keep them. John Hopkins University Press:Baltimore, MD.Fraioli, B. (2005) Duel marketing au sommet [Duel at the top],Stratégies, 12 May 2005.Gantz, W. & Wenner, L.A. (1991) Men, women, and sports:audience experiences and effects, Journal of Broadcasting andElectronic Media, 35(2), 233-243.Harris, L. & Jenkins, H. (2001) Planning the future of rugbyunion: a study of the planning activities of UK rugby clubs,Marketing Intelligence & Planning, 19(1), 112-124.Holbrook, M. & Hirschman, E. (1982) The experiential aspectsof consumption, Journal of Consumer Research, 9 (September),132-140.CASE STUDY● APRIL 2009 ● International Journal of Sports Marketing & Sponsorship261
Stade Français Paris rugby clubCASE STUDYHolt, D.B. (1995) How consumers consume: a typology ofconsumption practices, Journal of Consumer Research, 22(June), 1-16.Hunt, K.A., Bristol, T. & Bashaw, R.E. (1999) A conceptualapproach to classifying sports fans, Journal of ServicesMarketing 13(6), 439-452.Jackson, P. (2007) If Mad Max can do it in France, surelyEngland can-can, The Daily Mail, 10 May 2007.Kotler, P., Dubois, B. & Manceau, D. (2004) Marketingmanagement (11th edn). France, Paris: Pearson Education.Perrin, L. (2007) Le Stade Français gagne du terrain sur le PSG[Stade Français is encroaching on the PSG land], Le Parisien,22 December 2007.Liga de Fútbal Profesional: www.lfp.es/main_1.htmMaignan, G. (2006) Le rugby show-biz de Max Guazzinitourneboule l’Ovalie [The show-biz rugby of Max Guazzinidisrupts the Ovalie], L’Expansion, 1 May 2006.Mason, D.S. (1999) What is the sports product and who buysit? The marketing of professional sport leagues, EuropeanJournal of Marketing 33(3/4), 402-418.Morgan, M. (2002) Optimizing the structure of elite competitionsin professional sport – lessons from rugby union, ManagingLeisure 7, 41-60.Pociello, C. (1983) Le rugby ou la guerre des styles [Rugby orthe war of styles]. Paris: Métailié.Richelieu, A. & Pons, F. (2005) Reconciling managers’ strategicvision with fans’ expectations, International Journal of SportsMarketing & Sponsorship, 150-163.Richelieu, A. & Pons, F. (2006) Toronto Maple Leafs vs FootballClub Barcelona: how two legendary sport teams built their brandequity, International Journal of Sports Marketing & Sponsorship,231-250.Rugby Conduct, (2002) A survey of spectators’ perception of thevalues and norms of professional rugby league and union, UKSport, Strategy, Ethics and Research (November) 1-45.Rugby Football Union:www.rfu.com/pdfs/strategic_plan/commercial.pdfTapp, A. & Clowes, J. (2002) From ‘carefree casuals’ to‘professional wanderers’: segmentation possibilities for footballsupporters, European Journal of Marketing 36(11/12),1248-1269.Wann, D.L. (2006) Understanding the positive socialpsychological benefits of sport team identification: the teamidentification-social psychological health model, GroupDynamics: Theory, Research and Practice 10(4), 272-296.Zeithaml, V. (1988) Consumer perceptions of price, quality andvalue: a means-end model and synthesis of evidence, Journal ofMarketing 52 (July), 2-22.262 International Journal of Sports Marketing & Sponsorship ● APRIL 2009 ●
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EditorialGlobal reach to reflect de
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Interview with Orlando SalvestriniP
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Drivers to divasimage portrayal of
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