ABSTRACT
The leaders of football, instead of bickering constantly, of fighting vain ego battles for their clubs, should, once and for all, lay down the foundation for a clear 10-year strategy, which would also be a good definition of the term sports marketing. The supporter that doubts commercialization often criticizes the remuneration of sports but condones the methods their generous patrons have used to amass fortunes before injecting a part in their passion. The advertising group created "Havas Sports", which found there was also a good way to make commissions on both sides, the brand that it advised being on one side, the copyright on the other. Havas Sports (HAS) taken exclusive mandates with some clubs. Revenues from "marketing" of German football clubs, for ticketing and marketing spaces, are now incomparable to that of the French clubs. The big professional leagues proceed in the same manner, retaining their domestic duties but marketing their international rights.
