Ms ISEM
Ms International Sport & Event Management
Research dissertation :
- Methodology Presentation
- Guidelines
- What Thery is not, Theorizing is (Karl E. Weick)
- Artificial Intelligence as a Resource and NOT a Competency –> your competency is how to use AI as a resource to be more efficient : AI contents for students
Commercial Business Strategies in Sport Organisations
Syllabus with Thomas Bouvandre & Michael Weisz
Grades 25 – 26
Lionel Maltese (INT SEM1) – Lionel Maltese (FRA SEM1) – FRM (INT + FRA)
Bonus (just information) by Thomas Bouvrande (INT) – Thomas Bouvrande (FRA) – Nicolas FLAMECOURT (INT)
Sylvain Vachier (INT) – Sylvain Vachier (FRA) – Pierre-Alexandre MARTINI (INT+FR)
Mohammed Al Nimer (INT) – Alizée Chatreau (FRA) – François Carrillat (FR)
Book (french) : Marketing du Sport et Evénementiel Sportif (Dunod)
Book & Chapter : Brand activation in sports organizations
(Frank Pons, Lionel Maltese, Marilyn Giroux)
Lecture 1 : Marketing Competencies & Sport Business
PPT Presentation : Business Session 1
Introduction :
The Grit : The Power of Passion and Perseverance by Angela Lee Duckworth
First practices :
- Together | LeBron James
- Marseille, a football city
- Tennis Legend Roger Federer Is Now A Billionaire (Forbes)
- OM
- D-WADE
- Liverpool
- NBA Lane | “Welcome to NBA Lane”
- Formula 1
- Memories of #Paris2024
- Paris 2024 Olympics’ unforgettable moments
- Christopher Pratt – Vendée Globe
- Ways to Create Sponsorship Packages that Sell
Links :
- Who leads Europe’s clubs? CEO profiles and pathways across the “Big Five” Leagues
- How David Stern Saved The NBA
- David Stern (Former NBA Commissioner) at Seton Hall University
- Sport Business
- IMG
- CAA Sports
- Octagon
- Mark McCormack : What They Don’t Teach You At Harvard Business School
- Magic Johnson : 32 Ways to Be a Champion in Business
- The Elusive Fan by , and
- KOSMOS – Gerard Piqué
- «Fan Relationship Manager» et «Sponsorship Activation Manager», deux métiers d’avenir dans le sport business
- Pour un héritage culturel éducatif de Paris2024
- Ligue 1 : appel d’offres tardif, communication bancale… DAZN, un parcours semé d’embûches pour attirer de nouveaux abonnés
- Video : How to create your own luck by Philippe Gabilliet
French links
- Quelles compétences stratégiques pour les dirigeants du football ? (France Football)
- Sport business : les stratégies pour s’adapter aux nouveaux modèles d’affaires
- La performance, pas seulement une affaire de chiffres (France Football)
- France recherche business model (France Football)
- La culture transferts, ou comment les clubs perdent leur identité (France Football)
- L’économie circulaire de l’Olympique Lyonnais (Le Figaro/Sport24)
- Des stades et des questions (France Football)
- Le football professionnel français en quête d’un nouveau modèle (Le Nouvel Economiste)
- Le business model de l’Olympique Lyonnais – Du club de foot à l’entreprise de spectacle (Le Nouvel Economiste)
- Fair Play financier UEFA et rationalité économique du sport business ? (Le Figaro/Sport24)
- Le Top 14 et sa « Culture Rugby » : une ressource rare et valorisable (Le Figaro/Sport24)
- Bayern Munich, le « modèle » économique du Sport Business (Le Figaro/24)
- Jean-Claude Blanc (Podcast PAUSE)
- Les groupes de supporters de l’OM, un actif économique du club à encadrer juridiquement ?
- Meent (SportCarriere)
- Sport Stratégies
- Cas Relance BNP Paribas Masters (Bercy2) – Opération lifting à Bercy (Le Figaro – Sports)
- Vidéo : Show Fred Viktor
- Deschamps manager de la chance (France Football)
- Vidéo : Management de la chance par Philippe Gabilliet (ESCP)
Lecture 2 : Sponsorship activation
PPT Presentation : Business Session 2
Links :
- Sports sponsorship activation – the basics
- BALANCING SPONSORSHIP AND ACTIVATION BUDGETS
- A Formula For Multiplying The Financial Value Of Sponsorships
- Toyota Jeux Olympiques et Paralympiques Paris 2024
- SportBusiness Sponsorship
- Video : How Man City chooses its sponsorship partners
- Video : How Sponsorship Works -Sponsorship in Marketing – Cornwell
- Video : Leveraging and Activation – Sponsorship in Marketing Cornwel
- Video : Assessing Prospect Potential – Sponsorship in Marketing Cornwell
- Video : Sponsorship Engagement- Sponsorship in Marketing Cornwell
- How To Activate A Sponsorship – 12 Top Tips To Greater Success
- The Art of Activation
- Activative
- TXM Sponsorship Activation Vision
- PSG Commercial Strategy – JC Blanc
- PSG / Accor ALL in China
- Inside PepsiCo’s “One For All, All For One” Sponsorship Strategy
- IEG Coca Cola Olympics
- Video : Taco Bell NBA
- Video : AIG Touchline and Haka 360° Launch
- How to Increase Fan Engagement in Sponsorship Activation through Social Media
- Driving Consumer Engagement Through Sports Sponsorship Activation
- Sponsorship in Marketing: Effective Communication through Sports, Arts and Events by Bettina Cornwell (Routledge)
- Partnership Activations
- NBA Care
- ESPN Corporate Citizenship
- Video : Intel Experience by Fred Viktor
- Benfica Safety video | Emirates Airline
- Formula 1® is a Fan Company | Salesforce
French links :
- Interview : Fabien Gavard-Gaton, Directeur du Sponsoring Accor (ALL X PSG)
- CrowdIQ : l’arme secrète du PSG pour maximiser ses revenus sponsoring
- BNP Paribas active les fans de tennis et lance le sponsoring 3.0
- Le parrainage sportif, une ressource à activer (France Football)
- Les enjeux du sponsoring (France Football)
- Chapitre 3 « Activation du parrainage sportif » Marketing du Sport et Evénementiel Sportif (Dunod)
- Trophées Sporsora
- Clubs Responsables, l’exemple du TFC (France Football)
- Roland Garros : un business responsable ? (Le Figaro/Sport24)
- L’ATP fait sa « Green Week » à Nice (Le Figaro/Sport24)
- L’écosystème Sport Responsable : Generali innove (Le Figaro/Sport24)
- Caravane Tour de France
- Sport Responsable – Generali
- Fondation Française Des Jeux
- Open Nice Côte d’Azur / Green Week ATP
- Ouvrage Sport est RSE : Vers un management responsable ? (De Boeck)
- Chabal Sport Citoyen & Play International
- Les clubs au service de la marque d’un territoire (France Football)
Lecture 3 : Ticketing, FRM & Venue Management
PPT Presentation : Business Session 3
Links :
- Redefining the future of sports – how emerging tech will evolve the fan experience
- The Future of the Sports Fan
- Fan Engagement: football clubs consider themselves content providers. They need to start acting like it
- The Stadium Experience Keeping sports fans engaged—and loyal
- Game plan for enhancing fan engagement (Deloitte)
- Fan Engagement Manager Brentford FC
- Sacramento Kings Continuing Push To Remain NBA’s Tech Leader
- NBA, Microsoft team up to redefine the fan experience
- LA Clippers Case Study
- Sport Monetisation Series: Fan Engagement
- Atlanta Falcons Smarter Stadium
- Cisco Fan Experience
- Fan Relationship Management App
- Atos global insight of making stadium smart
- G2 Strategic (Marshall Glickman)
- Global Spectrum
- AEG Facilities
- From CRM to FRM: Applying CRM in the football industry
- An MVP caliber fan experience
- THE FAN JOURNEY MODEL
- Fan Relationship Management is key in Professional Sports
- The Sports Fan Journal
- 12h Man Seahawks Texas A&M
- How teams can use Maslow’s hierarchy to build fan relationship
- Legia’s Fan Loyalty Programme
- Fan relationship management is key in professional sports
- Engaging Sports Fans at Games
- The economics of fan engagement
- Data strategy ATP
- Infographic Friday: The Future of the Sports Fan
- Video : IBM Partners for a Smarter New Atlanta Stadium
- Video : The new Santiago Bernabéu
- Video : MIT Sloan Sports Analytics Boston
- Video : O2 Arena
- Vidéo : Tottenham Hotspur Stadium Facts
- Video : Show Pre game Canadians NHL
- Video : Reinventing fan engagement by Johan Cruyff Institute
- Les enjeux de l’expérience client – Frank Pons (Doyen FSA-ULAVAL) podcast la fourmi
French links :
- La valeur d’une place en tribune (France Football)
- Pour un plan Labrune (France Football)
- Choyer ses fans, mais pour quoi faire ? (France Football)
- Le fan et sa valeur économique (France Football)
- Juventus Stadium, l’efficience à l’italienne (France Football)
- Clubs et stades, le mariage de raison (France Football)
- Le « Datatainment » (France Football)
- Fan Engagement Manager Brentford FC
- eForSports (Service et conseil en billetterie)
- Agence La Fourmi
- Présentation VINCI STADIUM
- Bayern Munich, le « modèle » économique du Sport Business (Le Figaro/Sport24)
- Stade Vélodrome (La Provence)
- Chapitre 4 « Marketing relationnel, Relations Publiques et Billetterie » Marketing du Sport et Evénementiel Sportif (Dunod)
- Vidéo : Aréna Marseille (Marsactu – Lionel Maltese)
Lecture 4 : RCT & OM Activations Workshop
- RCT
- OM Champions Project (Frank McCourt)
Lecture 5 : Exam
OM Group Présentations : « Sponsorship activations & OM Champion Project » & « RCT »
Ticketing marketing & FRM project for Federation Deadline 8 st Janyary 2026
–> Exams Expectations : PDF & Podcast
♣♣♣♣
Strategic Management and sales & digital marketing in sports organisations
Syllabus with Daniel Ladik
Lecture 1 : Sport Business Ecosystem & Creation
2026 Introduction ON : On Running: Turning Serendipity into Strategy
Video / Podcast : On Co-Founder Talks Growth, Roger Federer & Zendaya, Run Clubs
Powerpoint presentation : Lecture 1 Ecosystem
Materials and links :
- Jean Claude Blanc to become INEOS Sport CEO
- Who is Jean-Claude Blanc? Ex-Juventus, PSG chief to become new CEO of Man United
- Jean-Claude Blanc, Directeur Exécutif du Paris Saint-Germain
- The Life and Legacy of John R. Wooden : STRUGGLING TO FIND YOUR INNER GREATNESS?
- How David Stern Saved The NBA
- David Stern (Former NBA Commissioner) at Seton Hall University
- A22’s proposal for a new European club football competition
- Quelles compétences stratégiques pour les dirigeants du football ?
- Foot et «écosystème»
- Les nouveaux entrepreneurs made in Harvard de la Ligue 1
- L’alchimie d’une équipe de football
- Présidents alchimistes
- L’économie circulaire de l’Olympique Lyonnais
- Parc Olympique Lyonnais : un modèle économique murement réfléchi
- Managing assets in the field of sports special events
- Business Ecosystem
- Resource-Based View
- DYNAMIC CAPABILITIES by David Teece
- Manchester City Annual Report
- Real Madrid football club: A new model of business organization for sports clubs in Spain
- ATP Launches ‘OneVision’ Strategic Plan
- OneVision BUILDING OUR FUTURE ATP TOUR
Video :
- Former NBA Commissioner David Stern Looks Back On Career in Keynote at UMass Amherst
- The Crossover : Marshall Glickman CEO EUROLEAGUE
- The business of the National Football League | NFL | How do teams make money?
- Inside Bayern Munich: Business of Sport Special
- World sports franchise business
- The Dallas Mavericks owner explains why owning a sports team is unlike any other business
- Football and Money : 6 Ways in which football clubs make money !
- The VRIO Analysis explained
Lecture 2 : Business Model configuration & Strategic Audit RoadMap
Powerpoint presentation : Lecture 2 Business Model
Materials and links :
- The business models of sports organizations
- David Teece
- Build better business models
- Manchester United Business Model
- NFL Business Model
- Managing and Modeling the Combination of Resources in Professional Sporting Events
- Merci Marseille FIBA 3×3 World Tour Marseille 2025
- Open13
- Jean-François Caujolle: Ex-N°4 français et directeur de l’Open 13 à Marseille (ATP 250)
- Jo-Wilfried Tsonga – Le 5ème des Big Four
- 4 Slam Tennis Academy
- Karti P.Chidambaram
- Palaniappan Chidambaram
- All In Academy
- All In Management
- Open13 La fin d’une époque (La Provence 30/08/2025)
- L’Open 13 s’en va à Lyon : « Marseille était dans le collimateur de l’ATP », explique Jean-François Caujolle (L’Equipe 29/08/2025)
- Rolex Paris Masters
- Tennis – Pour Caujolle, « l’avenir de l’Open 13 Provence passe par une Arena »
- Jean-François Caujolle : « Nous non plus, on n’est pas à l’abri »
- Le « Marquee Player » Neymar : nouvel actif stratégique pour la marque PSG ?
- Les business models du sport spectcale
MHR Business Case Study :
- Montpellier Rugby Club
- MHR BP presentation (PPT) : MHR16
- Internal Business Case MHR by Denis Navizet (french version)
Lecture 3 : Relational Business Model and Hospitality Marketing
Powerpoint presentation : Lecture 3 Relations
Materials and links :
- Sodexo Live !
- Sodexo Live ! France
- How to Plan Your Own Networking Event (and Invite the Right People)
- Why your ‘weak-tie’ friendships may mean more than you think
- The Power Of Weak Ties: Why Granovetter Is Alive And Well In The Age Of Social Distancing
- Le VIP, c’est un métier
- Ne confondons pas hospitalités et relations publiques !
- La maison d’hôtes Open13 Provence
- Factory Sport Entertainment
- Public Relations ATP Events
- IMG Hospitality
- The effective convergence of sports, sponsorships and hospitality
- Sport Public Relations and Communication by Maria Hopwood, James Skinner & Paul Kitchin (Broché)
- Sports Public Relations by Jackie L’Etang (Broché)
- Video : Levi’s® Stadium Suite Testimonials
- Video : Formula 1® Australian Grand Prix, Corporate Hospitality Suites
- Video : Arsenal: Premium Hospitality
- Video : Party time : Rituels festifs dans le monde du BtoB
- Video : Match Day Hospitality at Emirates Old Trafford – England Cricket
- Video : The VIP Experience | How It Works: F1 Hospitality
Lecture 4 : Reputational Business Model & Culture
Powerpoint presentation : Lecture 4 Reputation
- Vers un sport business plus réputé au bénéfice de la vie sociale de ses marques
- Bielsa, une Réputation au naturel (France Football)
- Bleus : une Réputation en reconstruction (France Football)
- Le « Nation Branding » du Paris-SG (France Football)
- La Marque Champions League (France Football)
- L’expérience « reality show » du Tour de France (Le Figaro/Sport24)
- Sir Jonny Wilkinson : « The perfect brand » (Le Figaro/Sport24)
- La France marque du Tour (Le Figaro/Sport24)
- Gaël Monfils, un athlète et une marque attractive (Le Figaro/Sport24)
- Joey Barton : une marque virtuelle ? (Le Figaro/Sport24)
- The Players Tribune
- Reputation Institute
- NFL Seahawks branding : 12th Man
- MLS Seattle SoundersFC Style Guide
- Importing Sport Organisation Reputation in China : the Case of Olympique Lyonnais Football Club
- Managing E-Reputation and Key Stakeholders in the Context of Sport Expressive Organizations
- Management de la réputation et stratégies d’internationalisation des clubs sportifs professionnels : le cas de l’Olympique Lyonnais en Chine (REMS)
- Report RepTrak 2024
- Report RepTrak 2025
- Cities Reputation
- Video : What is Reputation? [Charles Fombrun]
- Video : What are the 7 dimensions of Reputation?
- Video : The RepTrak System
- Vidéo : Reptrak webinar by Reputation Insitute
- Video : Tour de France Teaser
- Video : THE ODYSSEY | Roland-Garros 2019
- Video : Roland Garros Teaser
- Video : NBA Authenticity
- Video : NBA Lane | “Welcome to NBA Lane” | #NBA75
- Video : Canadiens legend Beliveau honored at Bell Centre
- Video : John Wooden « Be more concerned with your character than your reputation »
- Video : FIFA UNCOVERED | Trailer Officiel | Netflix France
- Last Video : Any Given Sunday : Inch by Inch Al Pacino
Lecture 5 : Individual exam – Dissertation on sport business strategic management – 3H
Using students case studies on Business Models and examples inside this seminar and from sport business ecosystems –
Download : Exemple of student presentation
15th march 2026 by group (6-7 max) or individually strategic audit ROADMAP / business model by email PPT or PDF
