European football under close scrutiny

Chantal Rouvrais-Charron (1) , Christophe Durand (2, 3)

1 NIMEC - Normandie Innovation Marché Entreprise Consommation
2 CesamS - Centre d'étude sport et actions motrices
3 IOA - Information, Organisation et Action

Consumers are increasingly looking beyond products, and are expressing concern for the respect of societal values. This paper analyses how football organisations and governing bodies in Europe are adapting their marketing strategies to reflect these concerns. ‘Ethical charters’ or ‘ethical codes of behaviour’ need to be redefined under close scrutiny from shareholders and stakeholders. Whether it is a deliberate decision or a forced change, football organisations must respond to simultaneous commercial and political pressures.

Mots clés: Marketing; Ethics; Deontology; Football; Governing bodies; Stakeholders

Domaines: Gestion et management; Science politique

Chantal Rouvrais-Charron, Christophe Durand. European football under close scrutiny. International Journal of Sports Marketing and Sponsorship, 2009, 10 (3), pp.230-243. ⟨10.1108/IJSMS-10-03-2009-B005⟩. ⟨halshs-02110690⟩