About Me

Pedagogy, Authenticity, Excellence

André 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”!