Editor of the International Journal of Sport Marketing and Sponsorship and Professor of Sports Marketing, University Paris South

Tuesday, October 12th - 12.00 -1.00 pm : SEMINAR #2

Topic: Sports marketing, what's over the horizon?

PRESENTATION OVERVIEW:

Sport marketing is a recent science: the first American handbooks were published in the 80’s. Since then the field has developed with both academics and practitioners working to push frontiers with the continual development of innovative  concepts.  Developments over the last decade include: Ambush marketing which can drastically reduce  the value of your event sponsorship, CRM which gives you the opportunity to create a community, such as the surfwear industry (Quiksilver, Rip Curl…) has built,  experiential marketing in flagship stores, where the consumer is not there to buy, he is there to “live an experience” thanks to the brand eg closer to a Starbucks strategy then traditional retail and Co-branding between a sport brand and a non-sport brand which attracts new consumers to your brand and gives value to your products, such as the partnership between Apple and Nike.

But we are now at a crossroads as much of the the marketing landscape, such as media distribution, is rapidly changing as the massive growth of the internet alters rules and values.New ideas are sweeping away many traditional marketing strategies and brands will need to keep their fingers close to the pulse to stay ahead of the pack. Michel will look at how the various categories of sports marketing have developed, where they are now and their relative importance and what will be key to successful marketing over the next decade.

RESUME:

Michel Desbordes is 40 years old. He was born in Strasbourg (France) on November 21st 1969. His father was born in the Alps and therefore Michel has been an outdoor sports fan from an early age enjoying cycling, climbing, hiking and skiing. This influenced him to mix sport and an academic career. After finishing his B.A. Management Sciences, with High Honors at the University of Paris IX-Dauphine, Michel went onto to study a Ph.D. in Management Sciences, which he passed with High Honors at the University Louis Pasteur, Starsbourg (France) and then completed a Habilitation, Management Sciences, with High Honors, at University of Paris-Assas Panthéon-Sorbonne, France.

Since entering academia in 1994 Desbordes has held a number of positions firstly as a Lecturer at the Louis Pasteur University Strasbourg (France) from 1994-1998, and then as a Associate professor, Paris Sud-11 University (France) from 1999-2005 before becoming Full Professor at the Marc Bloch University, Strasbourg (France) in 2005. Michel is a specialist in sport marketing (sponsorship, management of sport events, public policies and sport, methodology and surveys) and is currently both an academic and consultant.  Michelle holds professorships at both the University of Ottawa (Canada) as a auxiliary professor and as a Full Professor at the University of Paris South 11, Paris (France) and he is also the Editor of the International Journal of Sport Marketing and Sponsorship www.imrpublications.com/SM/IJSM/board.html   

Additionally he has lectured as an invited professor at Corvinus University (Hungary), Moscow State Institute of International Relations (Russia), EVTEK Institute of Technology (Helsinki, Finland), invited professor at the University of San Sebastian (Spain) and UIBE (University of International Business and Economics in Beijing (China).

BIBLIOGRAPHY:

Publications

Desbordes, M., Richelieu, A. (2010). Neo-marketing of sport. Editions Elsevier, forthcoming.

Aubel, O., Desbordes, M., Lefevre, B. (2008). Pratique des études dans les organisations sportives. PUF publisher, Paris, 274 p.

Hautbois, C., Desbordes, M. (2008). Sport et marketing public : études de cas dans les collectivités. Economica publisher, Paris, 271 p.

Desbordes, M., Falgoux, J. (2007). Les événements sportifs. Les Editions d’Organisation publisher, Paris, 3rd edition, preface by Michel Platini, 260 p.

Desbordes, M., Falgoux, J. (2006). Gestion y Organizacion de un Evento Deportivo. INDE Publicaciones, Barcelona, Spain, 221 p.

Desbordes, M (Eds.) (2006). Marketing and football, an international perspective. Elsevier publisher, Oxford (UK), 544 p.

Benguigui, N., Fontayne, P., Desbordes, M., & Bardy, B. (Eds.) (2005). Recherches actuelles en sciences du sport. EDP Sciences publisher, 861 p.

Desbordes, M., Bolle, G. (Eds.) (2005). Marketing et Football : une perspective internationale. Presses Universitaires du Sport publisher. 398 p.

Desbordes, M. (Eds.) (2004). Stratégie des entreprises dans le sport. Economica publisher, 2nd edition, Paris, 288 p.

Desbordes, M., Falgoux, J. (2004). Les événements sportifs. Les Editions d’Organisation publisher, Paris, 2nd édition, preface by Michel Platini, 258 p.

Desbordes, M., Ohl, F., Tribou, G. (2004). Marketing du sport. Economica publisher, 3rd edition, Paris, 487 p.

Desbordes, M., Falgoux, J. (2003). Les événements sportifs. Les Editions d’Organisation publisher, Paris, preface by Michel Platini, 272 p.

Desbordes, M., Ohl, F., Tribou, G. (2001). Estrategias del Marketing Deportivo. Editorial Paidotribo publisher, Barcelona, Spain. 553 p.

Conference Presentations

The internationalization of a sport league: A comparison between the National Basketball Association (NBA) and the French Soccer League (LFP). 24th congress of the North American Association for Sport Management, Columbia (USA), May 28th-June 1st 2009.

The strategic value of branding in sport: An international perspective. 23rd congress of the North American Association for Sport Management, Toronto (Canada), May 28th-June 1st 2008.

Europe vs. North America : what are the fundamental differences in the field of sport marketing?  22nd congress of the North American Association for Sport Management, Fort Lauderdale (USA), May 29th-June 2nd 2007.

Sport marketing and globalization: the example of football in Europe, America and Asia. Congress of the Portuguese Association of Sport Management, Aveiro, Portugal, May 26th 2007.

European specificities of sport marketing vs. an Anglo-Saxon vision?  Keynote speaker of the Congress of the Portuguese Association of Sport Management, Aveiro, Portugal, May 24th 2007.

The internationalization of a sports team brand: The case of European soccer teams. Congress “Sport and business : facing the challenges of internationalization”, Heibronn Business School, Germany, April 23rd-24th 2007.

Developing marketing partnerships. 4th Congress of the SMA (Sport Marketing Association), Denver, USA, 2006.

Consommation sportive et distribution. Séminaire organisé à l’initiative de l’agence Armania, Paris, 19 septembre 2006

Pourquoi les ingénieurs doivent-ils faire du marketing ?  3ème congrès du Réseau Français d’Ingénierie du Sport, Biarritz, 15-16 juin 2006.

The French specificities of sport marketing. Meeting of sport marketing, Birbeck College, University of London, UK, 23 novembre 2005.

Ingénierie sportive et marketing : un mariage de raison. Congrès du Réseau Français d’Ingénierie du Sport, Université de Valenciennes, 24 juin 2005

Le marketing du sport : vers une professionnalisation des secteurs et des savoirs. Séminaire du laboratoire SOI, EA 3690, Université Toulouse III, 12 mai 2005.

Le cas Tony Parker à la lumière du marketing sportif. Table ronde « Sports US vs. sports européens » de l’ESG, INSEP, 17 juin 2004.

Evaluation du sponsoring sportif : les grands événements sont-ils morts ?  Application au Tour de France cycliste 2003. 4ème Congrès de la Société Française de Management du Sport, Université de Bourgogne, 5 novembre 2003.

Tapping Generation Y: Understanding and Interpreting the Most Powerful consumers within the Global Sport Marketplace. 18th Annual Conference of the North American Society for Sport Management, Ithaca College, NY State, USA, 29 mai/2 juin 2003.

Teenage Consumers Information Search Behaviors in the Athletic Footwear Category: A Cross- National Comparison. 18th Annual Conference of the North American Society for Sport Management, Ithaca College, NY State, USA, 29 mai/2 juin 2003.