Purpose This research aims to examine the fundamental elements regarding Paris Saint-Germain (PSG) marketing strategy. Specifically, the objective of this analysis is the implementation of globalizing the club brand of PSG. Design/methodology/approach The author held three 2-h face-to-face...

Purpose Growth of China’s sport industry has brought tremendous opportunities to sport and non-sport organizations domestically and globally; nonetheless, the enlargement has also raised many challenges. To a great extent, China has chartered into unprecedented new sport business territories....