To the Sports Marketing Universe

As a proud Canadian open to the world, I invite you to browse at your leisure through the different sections and become part of the discussion on sports marketing & sports business.

It is my pleasure to introduce you to this website, dedicated to my involvement in and contribution to the growing area of sports marketing & sports business.

I have published extensively in several outlets, for both academics and practitioners. You will find on this website a sample of my contribution.



Helping sports organizations reach their short to long-term goals

Strategic Brand Management

Providing informative and dynamic training workshops for managers and employees that are customized to answer the specific needs of your organization

Successful Internationalization

Studying over 60 sports organizations around the globe

Meet Prof. Richelieu

André Richelieu

Prof. Richelieu, “the authentic storyteller who connects with people and organizations!”

Prof. Richelieu specialises in brand management and sports marketing. His research relates to how sports organizations can leverage their brand equity by capitalising on the emotional connection they share with their fans, and on how these sports organizations can internationalise their brand.

As of September 1, 2014, his new title and affiliation are: André Richelieu, Full Professor, Sports Marketing & International Business, ESG UQAM, Montreal, Canada… also known by his students as the “Tom Jones of Edutainment”!