Professional football clubs in France - brand strategy as a means to rise incomes

Abstract

Starting in the mid 90’s football has increasingly become a business in the real meaning of the word. This was due to the huge amounts of money generated by the passion the most popular game in the world creates among people. Some people entered this business like brokers on stock exchange, trying to make money as quick as possible. In this fast evolving environment football clubs had to evolve too and moved from amateurism and voluntary help to organized companies with marketing, communication and retail functions. With financial muscle paying a growing role clubs realised that they had to increase loyalty among their fans and broaden it at the time. The world’s biggest teams as Real Madrid C.F., Manchester United F.C. or Milan A.C. developed this strategy by entering new markets such as Asia by visiting these countries every year. Clubs also tried to increase income as they diversified in other fields of activities or proceeded to vertical integration. Hence brand management became progressively one of their main concerns in terms of marketing strategy. This issues where of even higher importance in France due to tough external environment. With lower broadcasting revenues, interdiction to enter stock markets and higher taxes, French football clubs have to develop other ways and means to increase their financial resources. Brand building appears as the most efficient tool and the basis to maintain competitiveness against other European countries.