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 drawn and differences from other European clubs highlighted. Finally, planning, consistency and in particular innovation are identified as key factors for success in implementation of the club's marketing strategy.
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Guillaume Bodet (2009) studied this question.
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