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 overall aim of this study is to improve our understanding of the strength of attraction factors of professional football club brands with foreign fans, and of the influence of demographics and individual characteristics on the influence of these factors in the context of sport...

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...

This study's goal was to create and test a tool for identifying different types of sport spectators. Based on four types of sporting-event consumers - aesthete, interactive, supporter, and opportunist - we developed the Sporting Event Experience Search Scale (SEES). We conducted an empirical...

This paper analyses the marketing strategy, marketing mix and brand development of SF Paris rugby union club, which succeeded in attracting huge crowds (around 75,000 spectators) for several regular season games and in building strong brand equity. Parallels with American professional sports are...