There are three types of company, according to the link which they maintain with the sport: organizers of events or teams, TV Channels using the sport as contents intended to develop the audience, and the advertisers. The goal of paper is double, on the one hand we explore how the sport can contribute to the success of new products. On the other hand, we try to draw some implications for the strategies of the companies in terms of sport marketing, in order to support the development of new products.
LARDINOIT, T. and LE NAGARD, E. (2004). Comment le marketing sportif peut-il contribuer au succès des nouveaux produits ? Décisions Marketing, pp. 61-74.