How to Ensure Long Term Success for a Local Sport Club

The ESC Athletisme is a subsection of ESC ('Entente Sportive Caudacienne') a large institution gathering different sport disciplines and founded in 1968. This association aims to democratize and develop the practice of physical education and sports in the Small city of la Queue en Brie (close to Paris). This sports club offers training and coaching for adults, but also gives training courses to beginners and confirmed sport players for young people. Despite the large offer and the variety of activities proposed by the club, the ESC Athlétisme counts less than 100 members, endangering its survival. Therefore the club must develop its customer base and attract new members. This case study aims thus to work on the issues of the recruitment of new customers through the implementation of a communication strategy, but also to search for new sources of funding. This case study should be used as a support of a course on the marketing of non-financial institutions such as charities, sports clubs, and so on. It enables the development of alternative strategies of communication given the important financial constraints under which these organisations have to operate. Learners will have the opportunity to conduct an analysis of the sport business in a specific area of France, close to Paris and identify thereafter the key factors of success for institutions willing to take part in this industry.