ABSTRACT
The Association Sportive de Saint-Étienne (ASSE) had the seventh-largest budget in Ligue 1 for the 2014–2015 season. The professional football club of the ASSE was founded in June 1933 by Pierre Guichard, CEO of Casino, within an industrial and working region. The ASSE aims principally for a threefold objective: to attain a European dimension, to integrate and respond to the expectations of priority targets and operate three levers of growth around the games. In matters of finance, of transfer and of global development strategy, each French club functions in its own manner. Pioneer in matters of television broadcasting, of innovative marketing and of merchandising in professional sports, Roger Rocher proves to be a builder for the professionalization of sport business in France. This chapter highlights the marketing strategy of the ASSE. It proves that it is integrated into the overall strategy of the club.
