ABSTRACT
Since the 1970s, professional football clubs have gradually integrated marketing as a key function necessary for their development and sustainability. In France, this change was spurred either by businessmen, such as Jean-Claude Darmon, or by some clubs, or rather by their presidents, visionaries and pioneers in this area, such as the AS Saint-Étienne (ASSE) of Roger Rocher, or the Olympic Lyonnais (OL) of Jean-Michel Aulas, to name a few.
