ABSTRACT
This chapter reviews the theoretical foundations of experiential marketing. Even though it is particularly adapted to the performing arts, to illustrate it. It illustrates the topic via the presentation of data from satisfaction surveys conducted on professional football audiences. The fan experience comes from the United States. The concern to optimize fan satisfaction no longer only through the game itself can be attributed to two main factors. Firstly, there is a culture of hospitality in the United States that supports greeting the audience in excellent conditions of comfort and safety. Secondly, the duration of the show forces the organizer to develop peripheral services and animations to fill in gaps or retain fans in the event of a weak show. Like the Paris Saint-Germain, for example, though it is not the only one for which the concepts of “servicing”, customer journey, game scripting, branding or entertainment are integrated into the missions and activities of the club’s marketing and game production teams.
