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HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège
MASTER THESIS

Mémoire-projet

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Laurent, Louis ULiège
Promotor(s) : Standaert, Willem ULiège
Date of defense : 25-Aug-2025/5-Sep-2025 • Permalink : http://hdl.handle.net/2268.2/23962
Details
Title : Mémoire-projet
Translated title : [fr] Stratégies de gestion de marque pour consolider et développer les sources de revenus des circuits de sport automobile
Author : Laurent, Louis ULiège
Date of defense  : 25-Aug-2025/5-Sep-2025
Advisor(s) : Standaert, Willem ULiège
Committee's member(s) : Lerusse, Yannick 
Vande Craen, Bertrand 
Language : English
Number of pages : 162
Keywords : [en] Motorsport circuits
[en] Brand Management
[en] Merchandising
[en] Licensing
[en] Revenue diversification
[en] Intellectual Property
[en] Work-study program
[en] Qualitative research
Discipline(s) : Business & economic sciences > Strategy & innovation
Target public : Professionals of domain
Student
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sales management, à finalité spécialisée
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège

Abstract

[en] This thesis explores brand management strategies applied to motorsport circuits with the aim of consolidating and diversifying revenue streams. Through a literature review and a case study, it highlights marketing, partnership, and experiential levers that enhance the visibility and attractiveness of these infrastructures. Special attention is given to fan engagement, digitalization, and sponsorship as key drivers of sustainable growth. The findings provide practical recommendations for circuit managers and stakeholders in the sports business sector.


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Access LAURENT_Louis_Mémoire-Projet_MSMA_2024-2025.pdf
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Annexe(s)

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Access LAURENT_Louis_Mémoire-Projet_MSMA_2024-2025 - Appendix.pdf
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Author

  • Laurent, Louis ULiège Université de Liège > Mast. sales. man. à fin. spéc. (en alternance)

Promotor(s)

Committee's member(s)

  • Lerusse, Yannick
  • Vande Craen, Bertrand








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