Journal of Marketing Management

More than Just a Game: When European Football Looks to the North American Franchising Model
Gilles Paché

Abstract
Professional sport, as an entertainment industry, has developed according to two different models on both sides of the Atlantic. Whereas in Europe, sporting merit is at the heart of governance based on results achieved on the field, in North America, the dominant model is that of franchise systems called “leagues,” in which teams are granted participation by a commissioner (a sort of franchisor). Whatever their sporting performance, however mediocre, franchised teams are kept in the league season after season. This model greatly reduces uncertainty, and consequently attracts many investors. This is why the owners of powerful football teams in Europe have been tempted for years to implement a franchising model comparable to that of North American leagues. This article addresses this issue, pointing out the obstacles to implementing this model in Europe, notably for cultural reasons, even though a quasi-league already exists in the UEFA Champions League.

Full Text: PDF     DOI: 10.15640/jmm.v11n1a4