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The European Sports Marketing Chair
Partners
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The European Sports Marketing Chair


Created in January 2002 (when the first class was welcomed) and with the support of 7 founding members (adidas, Coca Cola France, Havas Sports, L’Equipe, Michelin, Sporsora, Taylor Wessing and Peugeot) and a new member : Caisse d'Epargne, the European Chair of Sports Marketing includes 4 partners from the world of sport: CASG, Insep, the Ligue Française de Football, and Paris Saint Germain.

The European Sports Marketing Chair

Objectives


Through its teaching, research, and communications resources, the Chair responds to a need for greater professionalism and growth in this sector. It carries out studies directly related to the concerns of partner companies, providing support to people in the field as they examine new developments in their various jobs, and training future managers in this sector.

Activities: Teaching


Partner participation in three specific courses: “Marketing through Sports”, “Marketing Sports”, “Territorial Management of Sports and Leisure Activities”.
Launched in June 2003: a Specialized Master’s Program in “Sports, Management, and Corporate Strategy”, an ongoing program leading to a degree for high-level executives.
Inclusion of top-level athletes: for example, Laurence Fischer, twice karate world champion, enrolled in the ESSEC MBA.

Activities: Research


The Chair contributes to Research with 24 operational studies (involving 6-month internships supervised by an ESSEC faculty member), a European Observatory for Sports Marketing (in charge of research and appropriate measurement methods), and an empirical research program on modeling sponsoring efficacy.

Activities: sharing expertise


The Chair encourages sharing of expertise and experience during breakfast discussions. Monthly "Chair Thursdays" and seminars bring together academics and professionals from the sector.

Record of achievement


The Chair was a Partner of the Sporsora Trophies for Sports Marketing in January 2004.
Alain Prost, Gérald Sézille (Michelin), Jacques-Emmanuel Saulnier (Areva), Jean-Richard Germont (Insep), Marie-Claire Restoux, and Aymé Jacquet are examples of the prestigious guests who have participated in "Chair Thursdays".
Case solving at Clairefontaine: In January 2003, the first two classes of the Chair program were welcomed to Clairefontaine for a weekend training session in case solving.
The Chair organized a seminar at the Senate in January 2002 on the topic “Is the entrepreneur a top athlete?”

Organization & students


The Chair is managed by a committee that includes the founding members, sports partners, and members of the Scientific Committee. It is chaired by Thierry Lardinoit, Associate Professor, and his team.

Each year, the Chair welcomes about 20 students from a variety of ESSEC programs (ESSEC MBA, Master’s). Through its Specialized Master’s degree, the Chair is also open to executives seeking continuing education.