IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-04125545.html
   My bibliography  Save this paper

Quelle stratégie de communication pour les clubs sportifs après la crise ? Une application à un club professionnel

Author

Listed:
  • Meriem Mengi Elayoubi

    (LIREM - Laboratoire de Recherche en Management (LIREM) - UPPA - Université de Pau et des Pays de l'Adour)

  • Asmaa ATA

    (LIREM - Laboratoire de Recherche en Management (LIREM) - UPPA - Université de Pau et des Pays de l'Adour)

Abstract

Le secteur du sport professionnel, et en particulier les clubs sportifs, a été fortement touché par la crise sanitaire du Covid-19. En effet, les mesures de confinement et les restrictions ont conduit à l'annulation de nombreux événements sportifs, à la suspension de compétitions et à la fermeture de structures accueillant les différents publics. Dans ce contexte, la communication a été un enjeu majeur pour maintenir le lien avec les supporters et les partenaires, ainsi que pour trouver des solutions innovantes afin de surmonter cette période. Cette recherche s'intéresse à la thématique de la communication autour d'un événement sportif et soulève la problématique suivante : comment la crise a-t-elle impacté la stratégie de communication ? Plus précisément, comment se sont adaptés les clubs sportifs aux "spectacles sans spectateurs" ? Pour répondre à ces questionnements, une étude qualitative a été menée auprès d'un club sportif professionnel (neuf titres de champion de France). Les résultats obtenus ont permis de mettre en lumière : un renforcement du digital (outils de communication, réseaux sociaux, billetterie), une communication permettant une relation de proximité à travers une mise en avant des joueurs et leurs histoires (récits, inside, histoires inspirantes et personnelles) ainsi que des supporters (échanges directs par visio avec les joueurs, invitations en plateau télévisé pour échanger autour de leur sport) et enfin une communication engageante auprès de la communauté (création du contenu engageant pour les fans, ton empathique). Cette recherche souligne l'importance pour les organisations sportives d'adapter leur stratégie de communication en tenant compte des besoins de leurs publics.

Suggested Citation

  • Meriem Mengi Elayoubi & Asmaa ATA, 2023. "Quelle stratégie de communication pour les clubs sportifs après la crise ? Une application à un club professionnel," Post-Print hal-04125545, HAL.
    • Handle: RePEc:hal:journl:hal-04125545
    Note: View the original document on HAL open archive server: https://univ-pau.hal.science/hal-04125545
    as

    Download full text from publisher

    File URL: https://univ-pau.hal.science/hal-04125545/document
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Marc Filser, 2002. "Le marketing de la production d'expérience : Statut théorique et implications managériales," Post-Print halshs-02919727, HAL.
    2. Hirschman, Elizabeth C., 1984. "Experience seeking: A subjectivist perspective of consumption," Journal of Business Research, Elsevier, vol. 12(1), pages 115-136, March.
    3. Michel Kalika, 2020. "L’impact de la crise sur le management," Post-Print hal-03781849, HAL.
    4. Claire Roederer & Marc Filser, 2015. "Le marketing expérientiel : vers un marketing de la cocréation," Post-Print hal-01444972, HAL.
    5. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 132-140, September.
    6. Michel Desbordes & André Richelieu, 2018. "Marketing du sport : Une vision internationale," Post-Print hal-04320983, HAL.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kim, Youn-Kyung & Lee, Min-Young & Park, Soo-Hee, 2014. "Shopping value orientation: Conceptualization and measurement," Journal of Business Research, Elsevier, vol. 67(1), pages 2884-2890.
    2. El Hedhli, Kamel & Zourrig, Haithem & Chebat, Jean-Charles, 2016. "Shopping well-being: Is it just a matter of pleasure or doing the task? The role of shopper's gender and self-congruity," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 1-13.
    3. Lu, Baozhou & Yan, Lixiao & Chen, Zhipeng, 2022. "Perceived values, platform attachment and repurchase intention in on-demand service platforms: A cognition-affection-conation perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    4. Faseeh Amin Beig & Fayaz Ahmad Nika, 2022. "Impact of Brand Experience on Brand Equity of Online Shopping Portals: A Study of Select E-Commerce Sites in the State of Jammu and Kashmir," Global Business Review, International Management Institute, vol. 23(1), pages 156-175, February.
    5. Alexandra VINEREAN, 2013. "The Influence of Hedonic and Utilitarian Motivators on Likelihood to Buy a Tourism Package," Expert Journal of Marketing, Sprint Investify, vol. 1(1), pages 28-37.
    6. Vianney Judith Robledo Herrera & Elena Patricia Mojica Carrillo & Sofía Elba Vázquez Herrera & Fernando Rey Castillo Villar, 2020. "Influence of Experiential Marketing on Online Engagement of the Consumer in the Fashion Industry in the City of Aguascalientes," Advances in Management and Applied Economics, SCIENPRESS Ltd, vol. 10(4), pages 1-8.
    7. Ben Mimoun, Mohammed Slim & Poncin, Ingrid, 2015. "A valued agent: How ECAs affect website customers' satisfaction and behaviors," Journal of Retailing and Consumer Services, Elsevier, vol. 26(C), pages 70-82.
    8. Hua Dai & A. F. Salam, 2020. "An Empirical Assessment of Service Quality, Service Consumption Experience and Relational Exchange in Electronic Mediated Environment (EME)," Information Systems Frontiers, Springer, vol. 22(4), pages 843-862, August.
    9. Kumar, Archana & Lee, Hyun-Joo & Kim, Youn-Kyung, 2009. "Indian consumers' purchase intention toward a United States versus local brand," Journal of Business Research, Elsevier, vol. 62(5), pages 521-527, May.
    10. Faseeh Amin Beig & Fayaz Ahmad Nika, 2019. "Brand Experience and Brand Equity," Vision, , vol. 23(4), pages 410-417, December.
    11. Priyanka Singh & Maninder Singh, 2018. "Analysing and Prioritizing the Antecedents of Customer Shopping Experience Using Analytical Hierarchy Process (AHP) Modelling," IIM Kozhikode Society & Management Review, , vol. 7(1), pages 59-74, January.
    12. Etienne Bressoud, 2007. "La prédisposition a la recherche d'expériences comme caractéristique individuelle : un élément de la complémentarité entre théorie classique et approche expérientielle," Post-Print halshs-00305747, HAL.
    13. Erwan Joud & Nicolas Jullien & Marine Le Gall-Ely, 2024. "To contribute : a non market experience that interlaces production and consumption [Contribuer : une expérience non marchande qui entremêle production et consommation]," Post-Print hal-04459202, HAL.
    14. Laurence Graillot, 2021. "Main well-being factors in tourism context : an application to active sport tourism [Principaux facteurs du bien-être dans le domaine du tourisme : Une application au cas du tourisme sportif actif]," Post-Print hal-03457468, HAL.
    15. Küper, Inken & Edinger-Schons, Laura Marie, 2020. "Is sharing up for sale? Monetary exchanges in the sharing economy," Journal of Business Research, Elsevier, vol. 121(C), pages 223-234.
    16. Siwarit Pongsakornrungsilp & Pimlapas Pongsakornrungsilp & Theeranuch Pusaksrikit & Pimmada Wichasin & Vikas Kumar, 2021. "Co-Creating a Sustainable Regional Brand from Multiple Sub-Brands: The Andaman Tourism Cluster of Thailand," Sustainability, MDPI, vol. 13(16), pages 1-23, August.
    17. Eunae Jung & Hyungun Sung, 2017. "The Influence of the Middle East Respiratory Syndrome Outbreak on Online and Offline Markets for Retail Sales," Sustainability, MDPI, vol. 9(3), pages 1-23, March.
    18. Moriuchi, Emi & Takahashi, Ikuo, 2022. "The role of perceived value, trust and engagement in the C2C online secondary marketplace," Journal of Business Research, Elsevier, vol. 148(C), pages 76-88.
    19. Severin Oesterle & Arne Buchwald & Nils Urbach, 2022. "Investigating the co-creation of IT consulting service value: empirical findings of a matched pair analysis," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(2), pages 571-597, June.
    20. Paul MUKUCHA & Divaries Cosmas JARAVAZA & Forbes MAKUDZA, 2022. "Towards Gender-Based Market Segmentation: The Differential Influence of Gender on Dining Experiences in the University Cafeteria Industry," Management and Economics Review, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 7(2), pages 182-200, June.

    More about this item

    Keywords

    communication; expérience de consommation; club sportif; événementiel;
    All these keywords.

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-04125545. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.