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The Marketing of Football

History, definitions, singularities, strategies and forms of operationalization

Authored by: Nicolas Chanavat , Michel Desbordes

Routledge Handbook of Football Marketing

Print publication date:  March  2017
Online publication date:  March  2017

Print ISBN: 9781138289321
eBook ISBN: 9781315267203
Adobe ISBN: 9781351972369

10.4324/9781315267203.ch1

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Abstract

Since the 1970s, professional football clubs have gradually integrated marketing as a key function necessary for their development and sustainability. In France, this change was spurred either by businessmen, such as Jean-Claude Darmon, or by some clubs, or rather by their presidents, visionaries and pioneers in this area, such as the AS Saint-Étienne (ASSE) of Roger Rocher, or the Olympic Lyonnais (OL) of Jean-Michel Aulas, to name a few.

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