Article Dans Une Revue International Journal of Sports Marketing and Sponsorship Année : 2009

European football under close scrutiny

Résumé

Consumers are increasingly looking beyond products, and are expressing concern for the respect of societal values. This paper analyses how football organisations and governing bodies in Europe are adapting their marketing strategies to reflect these concerns. ‘Ethical charters’ or ‘ethical codes of behaviour’ need to be redefined under close scrutiny from shareholders and stakeholders. Whether it is a deliberate decision or a forced change, football organisations must respond to simultaneous commercial and political pressures.

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halshs-02110690 , version 1 (16-05-2019)

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Chantal Rouvrais-Charron, Christophe Durand. European football under close scrutiny. International Journal of Sports Marketing and Sponsorship, 2009, 10 (3), pp.230-243. ⟨10.1108/IJSMS-10-03-2009-B005⟩. ⟨halshs-02110690⟩
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