European football under close scrutiny

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.

Citation

Rouvrais-Charron, C. and Kim, C. (2009), "European football under close scrutiny", International Journal of Sports Marketing and Sponsorship, Vol. 10 No. 3, pp. 33-46. https://doi.org/10.1108/IJSMS-10-03-2009-B005