Marketing in sport leagues: optimising the product design. Intra-championship competitive intensity in French football "Ligue 1" and basketball "Pro A"

Nicolas Scelles (), Michel Desbordes () and Christophe Durand ()
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Nicolas Scelles: University of Stirling
Michel Desbordes: UP11 - Université Paris-Sud - Paris 11
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: This article deals with the optimisation of the sport leagues product thanks to adequate rules. It features a new model called intra-championship competitive intensity which measures outcome uncertainty and reversals in the standings of a sport league. The model depends on the league product design and, in particular, on the number of sports stakes in the standings. Intra-championship competitive intensity was calculated in French football Ligue 1 (league without playoffs) and basketball Pro A (league with playoffs) over the period 2004-2009. The results show that Pro A intra-championship competitive intensity surpassed Ligue 1's, whereas the latter benefits from a better competitive balance. Then, we propose a product design which maximises intra-championship competitive intensity and marketing and sponsoring efficiency in the European context. This design needs specific marketing actions to be optimised.

Keywords: Basketball; Competitive balance; Sport management and marketing; Football; Intra-championship competitive intensity; ICCI; Outcome uncertainty; Product design; Sports stakes; French professional leagues; Playoffs (search for similar items in EconPapers)
Date: 2011
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-02110756v1
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Citations: View citations in EconPapers (9)

Published in International Journal of Sport Management and Marketing, 2011, 9 (1-2), pp.13-28. ⟨10.1504/IJSMM.2011.040255⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-02110756

DOI: 10.1504/IJSMM.2011.040255

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