Title: Sport events and public organisations: the case of Conseil General de la Sarthe and '24 hours' of Le Mans

Authors: Michel Desbordes, Christopher Hautbois

Addresses: ISC School of Management, 22 bd du Fort de Vaux, 75017 Paris, France; University of Paris Sud 11, Batiment 335, 91405 Orsay cedex, France. ' Sport Sciences Department, Universite Paris Sud 11, UFR STAPS, Batiment 335, 91405 Orsay cedex, France

Abstract: Sport events can be analysed with two points of view: sport events as a |goal| or sport events as a |tool|. The first part of this article presents a literature review related to |sport events as a goal| (Ferrand, 1995; Desbordes and Falgoux, 2007) and focuses on the specificities of sport events and the best practices for organising such an event. Using sport events in a brand communication strategy is a well known option. Through a case study (the Le Mans 24 hours), the second part analyses the utility of sport events in a territorial marketing strategy (Chalip et al., 2003; Xing and Chalip, 2006; Solberg and Preuss, 2007). The objectives of this article are to show the relevancy of sport events as a field of research and more precisely to test the public sport marketing model (in comparison with the sport marketing model for private structure). The interesting results of this article mostly deal with the specificities of the public organisers that lead to a particular process in the managing of their sport events.

Keywords: sport management; sport events; sport sponsorship; territorial marketing; Le Mans 24 hours; brand communication; marketing strategy; public organisations; sport marketing.

DOI: 10.1504/IJSMM.2010.032552

International Journal of Sport Management and Marketing, 2010 Vol.7 No.3/4, pp.223 - 240

Published online: 07 Apr 2010 *

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