European football under close scrutiny

Chantal Rouvrais-Charron and Christophe Durand ()
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Chantal Rouvrais-Charron: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université
Christophe Durand: CesamS - Centre d'étude sport et actions motrices - UNICAEN - Université de Caen Normandie - NU - Normandie Université, IOA - Information, Organisation et Action - UNICAEN - Université de Caen Normandie - NU - Normandie Université

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Abstract: 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.

Keywords: Marketing; Ethics; Deontology; Football; Governing bodies; Stakeholders (search for similar items in EconPapers)
Date: 2009-04-01
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-02110690v1
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Citations: View citations in EconPapers (2)

Published in International Journal of Sports Marketing and Sponsorship, 2009, 10 (3), pp.230-243. ⟨10.1108/IJSMS-10-03-2009-B005⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-02110690

DOI: 10.1108/IJSMS-10-03-2009-B005

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