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....

This study investigates the regulation and restriction of ambush marketing during the London 2012 Olympic Games, with analysis of actions taken via social networks and digital marketing related to the mega sports event. Results show that, where this issue was concerned, the London Organising...

Purpose Sponsorship rarely occurs in a one sponsor-one sponsee dyad (single sponsorship), yet a large portion of sponsorship research takes this perspective. The purpose of this paper is to propose a model that reflects the complexity and rich diversity inherent in the field. The sponsorship...