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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Nicolas Scelles & Michel Desbordes & Christophe Durand, 2011. "Marketing in sport leagues: optimising the product design. Intra-championship competitive intensity in French football "Ligue 1" and basketball "Pro A"," Post-Print halshs-02110756, HAL.
    • Handle: RePEc:hal:journl:halshs-02110756
    DOI: 10.1504/IJSMM.2011.040255
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-02110756
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    References listed on IDEAS

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    Cited by:

    1. Doria Matthew & Nalebuff Barry, 2021. "Measuring competitive balance in sports," Journal of Quantitative Analysis in Sports, De Gruyter, vol. 17(1), pages 29-46, March.
    2. Nicolas Scelles & Christophe Durand & Liliane Bonnal & Daniel Goyeau & Wladimir Andreff, 2013. "My team is in contention? Nice, I go to the stadium! Competitive intensity in the French football Ligue 1," Economics Bulletin, AccessEcon, vol. 33(3), pages 2365-2378.
    3. Wladimir Andreff & Nicolas Scelles, 2015. "Walter C. Neale 50 Years After," Journal of Sports Economics, , vol. 16(8), pages 819-834, December.
    4. Nicolas Scelles & Christophe Durand & Liliane Bonnal & Daniel Goyeau, 2013. "My team is in contention? Nice, I go to the stadium! Competitive intensity in the French football ligue 1," Post-Print halshs-02111064, HAL.
    5. Scelles, Nicolas (Сели, Николя) & Duran, Christophe (Дюра, Кристоф) & Bonnal, Liliane (Бонналь, Лилиан) & Goyeau, Daniel (Гойюс, Даниэль) & Andreff, Wladimir (Андрефф, Владимир), 2016. "Do all sporting prizes have a significant positive impact on attendance in a European national football league? Competitive intensity in the French Ligue 1 [Действительно Ли Все Спортивные Призы Ок," Ekonomicheskaya Politika / Economic Policy, Russian Presidential Academy of National Economy and Public Administration, vol. 3, pages 82-107, June.
    6. Nicolas Scelles & Christophe Durand & Liliane Bonnal & Daniel Goyeau & Wladimir Andreff, 2013. "My team is in contention ? Nice, I go to the stadium ! Competitive intensity in the French football ligue 1," Université Paris1 Panthéon-Sorbonne (Post-Print and Working Papers) halshs-02111064, HAL.
    7. Fabio Wagner & Holger Preuss & Thomas Könecke, 2021. "A Central Element of Europe’s Football Ecosystem: Competitive Intensity in the “Big Five”," Sustainability, MDPI, vol. 13(6), pages 1-20, March.

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