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Marketing international du sport : digital, e-sport et pays émergents

Author

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  • Michel Desbordes

    (CIAMS - Complexité, Innovation, Activités Motrices et Sportives - UO - Université d'Orléans - Université Paris-Saclay)

Abstract

La crise sanitaire a totalement fait exploser le système du sport business, autrefois fondé sur l'équilibre billetterie/sponsoring/droits médias/merchandising, et révélé des problèmes plus profonds qui amènent à repenser totalement les paradigmes. De nouveaux enjeux sont à prendre en compte : le renforcement du e-sport ; l'émergence de nouveaux modes de diffusion et de financement du sport ; l'intégration des GAFA dans une nouvelle donne ; l'immersion de la technologie ; l'apparition des nouveaux modes de consommation, la réduction des dépenses des clubs, l'émergence de Netflix en tant qu'acteur majeur du sport. Cette situation a aussi révélé qu'on ne pouvait faire abstraction de nouveaux territoires qui sont de nouveaux relais de croissance pour le sport business. L'Afrique, avec sa jeunesse, sa croissance démographique, sa passion pour le sport, sa production de talents sportifs, suscite l'intérêt. Les auteurs ouvrent le champ d'études à l'Amérique du Sud et à l'Asie, avec un large focus sur le e-sport. Ce livre se veut donc original et englobant.

Suggested Citation

  • Michel Desbordes, 2022. "Marketing international du sport : digital, e-sport et pays émergents," Post-Print hal-04326383, HAL.
    • Handle: RePEc:hal:journl:hal-04326383
    as

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