ABSTRACT

Since it was created by English, Football is became more than a sport. Indeed, nowadays the apparent sportive show, like said it Pierre Bourdieu, “conceals the actual system of the apparent agents struggling about business issues”. Money and television, between others, have been amongst the most powerful factors in converting Football into show and medium of communication trough utilizations of marketing strategies. The process meets different resistance according to the strength of a state, a lobby or supporters behaviors. However the very special relationship between Business and Football, the latter being made part of globalization. However, is it sill a place for a realistic utopia of educational virtues of football and fan behaviors?

INTRODUCTION

1. Previous history of marketing approach in professional football. 7-35

1.1. Radical evolution in environment. 7 1.1.1. Appearance of professionalism and its evolution 8 1.1.2. A constantly evolving sector. 14

1.2. the influence of external variable 30 1.2.1. Changes in the legislation 30 1.2.2. Importance of hooliganism 36

2. Interests and stakes of a marketing approach in football 45-64

2.1. the maximization of profits 45 2.1.1. Through communication 46 2.1.2. Through new opportunities 53

2.2. Key factors of success 60 2.2.1. Merchandizing and recruitment 60 2.2.2 The media 69

3 Limits and evolution perspectives of a marketing strategy in football 77-86

3.1 Important incurred risks 77 3.1.1 Financial crises and bankruptcies 77 3.1.2 The dualisation of the market 83

3.2 More and more influential pressure groups 93 3.2.1 Initiatives for more liberalism 93 3.2.2 Necessity of more regulation 100

Conclusion

Appendix

INTRODUCTION

In developed countries, sport takes a very important place both to a social standing than economic level. Belong the country and considered aggregate