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Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: Marketing in sport leagues: Optimising the product design. Intra-championship competitive intensity in French football Ligue 1 and basketball Pro A
Author(s): Scelles, Nicolas
Desbordes, Michel
Durand, Christophe
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Keywords: intra-championship competitive intensity
outcome uncertainty
product design
sports stakes
French professional leagues
French football league
competitive balance
sport management
sport marketing
sport leagues
Issue Date: 2011
Date Deposited: 30-Sep-2013
Citation: Scelles N, Desbordes M & Durand C (2011) Marketing in sport leagues: Optimising the product design. Intra-championship competitive intensity in French football Ligue 1 and basketball Pro A. International Journal of Sport Management and Marketing, 9 (1-2), pp. 13-28.
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.
DOI Link: 10.1504/IJSMM.2011.040255
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