The Parc Multifonctionnel Olympique Lyonnais and the “Grand Stade”

At the heart of the OL Groupe’s marketing strategy

Authored by: Nicolas Chanavat , Michel Desbordes

Routledge Handbook of Football Marketing

Print publication date:  March  2017
Online publication date:  March  2017

Print ISBN: 9781138289321
eBook ISBN: 9781315267203
Adobe ISBN: 9781351972369


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The professional Olympique Lyonnais (OL) club became an Anonymous Professional Sports League (a form of incorporation) in 2002, with a budget of 115 million euros, the third highest budget in Ligue 1 for the 2014–2015 season (Les Echos, 2014). Since 1999, the club has been owned by OL Groupe, a finance company specializing in sports management, owning various portions of capital in several business subsidiaries. This is a precursor model in France developed around five activity products: ticket sales, partnerships and advertising, marketing and television rights, products pertaining to the diversification of the brand, and player trading. In this context, the Olympique Lyonnais devised a structured strategy plan based on five approaches. As for other professional sports clubs, the principal objective of the club consists of increasingly satisfying its actual consumers (spectators and partners) while attracting new ones. However, one element differentiates Groupe OL: the mobilization of the marketing evolutions and technologies for revolutionizing consumption. In this perspective, it must be recognized that the multifunctional Olympique Lyonnais Park represents a unique project.

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