Part 1: Introduction to sport marketing.
- Europe vs. USA : 2 ecosystems of sport
- Definitions and concepts
- The power of sport / geopolitics
- Tendencies of sport marketing
- Sport sponsorship
- The regulation of the professional sport system
Part 2: New tendancies of sport marketing (63 slides)
- Experiential marketing, one to one marketing, yield management, guerrilla marketing, CRM, CSR, geomarketing, territorial marketing.
- A special focus on digital marketing
Part 3: Marketing of football (23 slides)
- The globalization of football
- Branding and the internationalization of the clubs (Deloitte Football Money League)
Part 3: Towards a professionalization of the marketing of football (126 slides)
- More money in football
- The necessity to regulate football (and the American example)