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...

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...