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Keywords: rugby
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2009) 10 (3): 55–65.
Published: 01 April 2009
...Guillaume Bodet 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...
Journal Articles
International Journal of Sports Marketing and Sponsorship (2001) 3 (2): 12–27.
Published: 01 June 2001
...Michael L. Silk In this interview, Paul Vaughan, Commercial Director of the Rugby Football Union (RFU), focuses on the challenges and opportunities that the sports industry faces from the transnational flow of capital, people, goods, services and images. Vaughan highlights the importance, even...
Journal Articles
International Journal of Sports Marketing and Sponsorship (2001) 3 (2): 55–71.
Published: 01 June 2001
...Steven J. Jackson; Richard Batty; Jay Scherer This study examines the strategies used, and the challenges faced, by global sport company adidas as it established a major sponsorship deal with the New Zealand Rugby Football Union. In particular the study focuses on how adidas 'localised...
