The “Green Fandom”

At the heart of the marketing plan of the Association Sportive de Saint-Étienne

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


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The Association Sportive de Saint-Étienne (AS Saint-Étienne or ASSE) had the seventh-largest budget in Ligue 1 for the 2014–2015 season. In the season 2013–2014, the club got 60 million euros in revenue and spent about 70 million euros. The ASSE has a structural deficit. If the club is resigned to sell some of its best players every year to balance its books, its new marketing strategy aims to generate 10 million euros of revenue. Also, the club envisions a new economic model based on diversification of its revenues. The club foresees a strategy in line with its budget. After 5 years of outstanding athletic growth (from 17th to 4th place), only economic development seems to be able to guarantee the sustainability and maintain the ASSE at the European level (in the top five of Ligue 1). The strategic vision is to move from a “family” club to reach “regional/national” and to a backbone club to rest on a historical pedestal and of rich values specific to the ASSE.

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