Purpose – The purpose of this paper is to analyse the perceived brand equity of professional football clubs on foreign markets as these clubs firmly want to expand and reach a global brand status. Design/methodology/approach – Fitting with an inductive approach, 12 semi‐structured...

Purpose – The purpose of this paper is to provide better understanding of potential foreign customers or satellite fans' perceptions of professional‐football brands, as this constitutes a necessary step toward setting up an internationalisation strategy to create a global...

Le marketing représente une fonction clé, voire même un état d'esprit, nécessaire à l'expansion du football professionnel. Les entités sportives professionnelles doivent désormais différencier leur marque et innover au service de l'expérience client et des partenaires économiques....