1

‘’Leveraging sportainment for sport’s long-term viability: A multidimensional inquiry through three conceptual frameworks’’. Sport, Business and Management: An International Journal, 2025. First author with Jess C. Dixon, University of Windsor, Ontario, Canada. In press. https://www.emerald.com/sbm/article-abstract/doi/10.1108/SBM- 01-2025-0002/1271384/Leveraging-sportainment-for-sport-s-long-term?redirectedFrom=fulltext 

2

‘’The art of managing the distance: A discourse analysis of conversations with Special Olympics Canada’s corporate sponsors’’. Managing Sport and Leisure, 30 (6), 2024, pp. 1407–1427. Co-author with Krystn Orr, City of Hamilton, Ontario, Canada, and Andrew Webb, ENAP, Quebec City, Canada. https://www.tandfonline.com/doi/full/10.1080/23750472.2024.2420049. 

3

’Place branding strategies through Winter Olympic games’’. Managing Sport and Leisure, 30(6), 2024, pp. 1345– 1362. First author with Yen-Chun Lin, National Taipei University, Taiwan, Ho Keat Leng, National Tsing Hu University, Taiwan, and Yi Xian Philip Phua, NTU Singapore. https://www.tandfonline.com/doi/full/10.1080/23750472.2024.2411996. 

4

“A typology of countries using place branding through sport”. Journal of Global Sport Management, 9 (4), 2024, pp. 704-722. First author with Dr. Yen-Chun Lin and Ho-Keat Leng, Nanyang Technological University, Singapore. https://www.tandfonline.com/doi/full/10.1080/24704067.2021.1972431. 

5

“Strategic sport marketing in the society of the spectacle”. Journal of Strategic Marketing, 32 (6), 2024, pp. 744- 761. First author with Dr. Andrew Webb, Carleton University, Ottawa. https://www.tandfonline.com/eprint/FJUXTKDPQFATXG7GFN4V/full?target=10.1080/0965254X.2021.1965188. 

6

“An examination of the role of gender in athlete endorsement effectiveness”. Journal of Business Administration, 48 (3), 2023, pp. 1-12. Co-author with Ho Keat Leng, University of Georgia, Yi Xian Philip Phua, NTU Singapore, Yen-Chun Lin, National Taipei University, and Shintaro Sato, Waseda University. 

7

“The challenge of renewing a varsity sport brand: A mixed-methods approach”. Sport, Business & Management: An International Journal, 13 (4), 2023, pp. 431-449. First author with Simona Gavrila, Université de Montréal and Pierre Sercia, UQAM. https://www.emerald.com/insight/content/doi/10.1108/SBM-07-2022- 0064/full/html?skipTracking=true. 

8

“Seeing is Believing: Special Olympics Events and the Society of the Spectacle”. Event Management, 26 (3), 2022, pp. 473-492. Co-author with Dr. Andrew Webb, Carleton University, Ottawa. https://www.ingentaconnect.com/content/cog/em/pre-prints/content-ms-19- 039_webb;jsessionid=1gcnfrnnds1wn.x-ic-live-02. 

9

“From sport to ‘sportainment’. The art of creating an added-value brand experience for fans”. Journal of Brand Strategy, 9 (4), 2021, pp. 408-422. Sole author. https://www.researchgate.net/publication/346133307_From_sport_to_%27sportainment%27_The_art_of_creating _an_added-value_brand_experience_for_fans_Journal_of_Brand_Strategy . 

10

“From clipboards to annual reports: Accounting for performance at Special Olympics Canada”. Managing Sport and Leisure, 24 (6), 2019, pp. 400-423. Co-author with Dr. Andrew Webb, Carleton University, Ottawa, and Amélie Cloutier, PhD Candidate, Université Laval. 

11

"Key factors for ensuring performance and attracting practitioners to small sport clubs". International Journal of Sport Management & Marketing, 19 (5/6), 2019, pp. 352-370. Second author with Dr. Fabio Musso and Dr. Barbara Francioni, Carlo Bo University, Urbino, Italy. 

12

“A tale of two networks: Contrasting Sport for Development and Peace actor networks”. Journal of Global Sport Management, 4 (4), 2019, pp. 371-391. First author with Dr. Andrew Webb, Carleton University, Ottawa. 

13

“A sport-oriented place branding strategy for cities, regions and countries”. Sport, Business & Management: An International Journal, 8 (4), 2018, pp. 354-374. Sole author. https://www.emerald.com/insight/content/doi/10.1108/SBM-02-2018-0010./full/html. 

14

“Sanctioning, qualifying, and manipulating: Understanding dramatic phases in President’s letters”. Society and Business Review, 13 (1), 2018, pp. 61-79. Co-author with Dr. Andrew Webb, Carleton University, Ottawa. 

15

“Innovations in Major League Baseball catalyzing factors: When winning is not enough”. International Journal of Sport Management and Marketing, 17 (3), 2017, pp. 220-236. First author with Dr. Andrew Webb, Carleton University, Ottawa. 

16

“Making small sports clubs manageable and economically sustainable - A study on clay target shooting in Italy”. Managing Sport and Leisure, 21 (5), 2016, pp. 283–299. Second author with Dr. Fabio Musso and Dr. Barbara Francioni, Carlo Bo University, Urbino, Italy. 

17

“The management of sport clubs”. Revista Economică, 68 (5), 2016, pp. 121-138. Second author with Dr. Fabio Musso and Dr. Barbara Francioni, Carlo Bo University, Urbino, Italy. 

18

“Carrying excess baggage? Considerations for social sport for development businesses”. Social Business, 6 (2), 2016, pp. 153-174. First author with Andrew Webb, PhD candidate, Université Laval.

19

“Sport teams’ brands going international: The ‘Integrated Marketing Strategy on the Internationalization in Sport’ (IMSIS)”. Journal of Brand Strategy, 5 (2), 2016, pp. 218-231. Sole author. 

20

“Sport for development and peace in action: Building facts for funding”. Journal of Sport & Social Issues, 40 (5), 2016, pp. 432-456. Co-author with Andrew Webb, PhD candidate, Université Laval. 

21

“East Asian College Consumer Decision-Making Styles for Sport Products”. Sport Business and Management: An International Journal, 5 (3), 2015, pp. 259-275. Co-author with John Bae, William Paterson University, Doris Lu Anderson, California State University in Long Beach and J. Fujimoto, Osaka University. 

22

“Sport for Development and Peace: Snakes and Ladders”. Qualitative Market Research, 18 (3), 2015, pp. 278- 297. Co-author with Andrew Webb, PhD candidate, Université Laval. 

23

“Long gone the glory days - Is branding of any help? The case of formerly successful European football teams”. Sport Business and Management: An International Journal, 4 (4), 2014, pp. 284-297. First author with Stéphanie Lessard, PhD candidate, Université Laval. 

24

“The consumption experience of Tim Hortons’ coffee fans”. Qualitative Market Research, 17 (3), 2014, pp. 192- 208. First author with Bernard Korai, PhD candidate, Université Laval. 

25

“The strategic management of the brand in the world of sport”. Journal of Brand Strategy, 2 (4), 2014, pp. 403-415. Sole author. 

26

“The strategic leverage of branding in the world of sport business”. Revue Internationale de Gestion, 38 (4), 2013, pp. 6-15. Sole author. 

27

“Internationalisation of sports teams brands: The consumers’ perspective”. International Journal of Business and Globalisation, 11 (1), 2013, pp. 1-18. Co-author with Marilyn Giroux, PhD candidate, Concordia University, and Dr. Frank Pons, Université Laval. 

28

“Sports teams and equipment manufacturers going international: The strategic leverage of co-branding”. Sport, Business & Management: An International Journal, 3 (1), 2013, pp. 63-77. First author with Dr. Michel Desbordes, Paris Sud XI and ISC Paris. 

29

“Wood use in nonresidential construction: An experimental study on the roles of media and content in direct marketing practices”. Journal of Wood and Fibre Science, 44 (4), 2012, pp. 394-411. Second author with Dr. François Robichaud and Dr. Robert Kozak, University of British Columbia. 

30

“Identity and sport: Young French Canadians and the Montréal Canadiens hockey club”. Sport, Business & Management: An International Journal, 2 (2), 2012, pp. 127-136. First author with Bernard Korai, PhD candidate, Université Laval. 

31

“Branding as a communication strategy: A framework for desired brand identity”. Journal of Brand Management, 19 (8), 2012, pp. 712-734. Second author with Dr. François Robichaud and Dr. Robert Kozak, University of British Columbia. 

32

“The international expansion of religious organizations in Africa”. International Journal of Non-Profit & Voluntary Sector Marketing, 17 (2), 2012, pp. 144-155. First author with Bernard Korai, PhD candidate, Université Laval. 

33

“How strong is my sports brand? The case of the Montréal Canadiens Hockey Club”. Journal of Sponsorship, 4 (4). 2011, pp. 353-365. First author with Dr. Frank Pons, Université Laval. 

34

“Football brand management: Minor League vs. Champions League”. Journal of Sponsorship, 4 (2), 2011, pp. 178- 189. First author with Dr. Tim Pawlowski and Dr. Christoph Breuer, German Sport University, Cologne, Germany. 

35

“Football teams going international – The strategic leverage of branding”, Journal of Sponsorship, 3 (1), 2009, pp. 10-22. First author with Dr. Michel Desbordes, ISC School of Management and Université Paris Sud XI, Paris, France. 

36

“Wood use in nonresidential construction: A case for communications with architects”. Forest Products Journal, 59 (1/2), 2009, pp. 57-65. Co-author with Dr. François Robichaud and Dr. Robert Kozak, University of British Columbia. 

37

“If brand equity matters, where is the brand strategy? A look at Canadian teams in the NHL”. International Journal of Sport Management & Marketing, 5 (1/2), 2009, pp. 162-182. First author with Dr. Frank Pons, Université Laval. 

38

“The internationalization of a sports team brand: The case of European soccer teams”. International Journal of Sports Marketing & Sponsorship, 10 (1), 2008, pp. 29-44. First author with Sibylle Lopez, MBA, and Dr. Michel Desbordes, ISC Paris and Paris Sud XI. 

39

“How and when is a sponsor’s image beneficial to the sponsoree? The importance of a perfect match”. Journal of Sponsorship, 1 (3), 2008, pp. 225-233. First author with Sibylle Lopez, MBA. 

40

“Leveraging the Olympic brand through the reconciliation of corporate and consumers brand perceptions”. International Journal of Sport Management & Marketing, 3 (1/2), 2008, pp. 3-22. Special issue on branding in sport. Second author with Dr. Benoît Séguin, University of Ottawa and Dr. Norm O’Reilly, Laurentian University. 

41

“Dangerous liaisons: How can sports brands capitalize on the Hip Hop movement”. International Journal of Sport Management & Marketing, 3 (1/2), 2008, pp. 140-161. Special issue on branding in sport. Co-author with Barbara Manivet, MBA. Selected for inclusion in J. Nauright and S. Pope (Eds.), New Sport Management Reader, Morgantown, WV, USA: FIT, 2009. 

42

“Toronto Maple Leafs vs. Football Club Barcelona: How two legendary sports teams built their brand equity”. International Journal of Sports Marketing & Sponsorship, 7 (3), 2006, pp. 231-250. Special issue on the marketing of soccer. First author with Dr. Frank Pons, University of San Diego. 

43

“A post-modern conception of the product and its application to professional sport”. International Journal of Sports Marketing & Sponsorship, 7 (1), 2005, pp. 23-34. EMAC Special Issue. First author with Dr. Christèle Boulaire, Université Laval. 

44

“Reconciling managers' strategic vision with fans' expectations”. International Journal of Sports Marketing & Sponsorship, 6 (3), 2005, pp. 150-163. First author with Dr. Frank Pons, University of San Diego. Referenced in Mullin, B. J., S. Hardy and W. A. Sutton. Sport marketing, 3rd edition, Champaign, Illinois, USA: Human Kinetics, 2007. 

45

“Brand strategy in professional sports: The case of French soccer teams”. European Sport Management Quarterly, 5 (1), 2005, pp. 23-46. Co-author with Vincent Couvelaere, MBA. Referenced in Mullin, B. J., S. Hardy and W. A. Sutton. Sport marketing, 3rd edition, Champaign, Illinois, USA: Human Kinetics, 2007. 

46

“Marketing stratégique du sport: Le cas d’une franchise de la Ligue Nationale de Hockey”. Revue Française de Gestion, 30 (150), 2004, pp. 161-175. Co-author with Dr. Frank Pons, University of San Diego. 

47

“L’approche des options face au ‘Grand Dérangement’ dans les télécommunications”. Revue Internationale de Gestion, 25 (2), 2000, pp. 39-48. Sole author. 

48

“Western managers working in Romania: Perception and attitude regarding business ethics”. Journal of Business Ethics, 20 (2), 1999, pp. 133-146. Co-author with Dr. Zhan Su, Université Laval. 

49

“The post-modern concept in action: The case of New Era”. Romanian Journal of Marketing, October 2006, pp. 42-51. First author with Dr. Christèle Boulaire, Université Laval. 

Books

1

* “The internationalization of a sports team brand: The case of Football Club Barcelona”. In J. James (Ed.), Sports Marketing Across the Spectrum. Morgantown, WV, USA: Fitness Information Technology Publishers, 2007, pp. 181- 192. First author with Dr. Frank Pons, Université Laval and Dr. Sten Soderman, Stockholm University.

2

“Brand equity in a bottle: The secret behind the Montreal Alouettes’ success”. In B. Pitts (Ed.), Sports Marketing in the New Millennium. Morgantown, WV, USA: Fitness Information Technology Publishers, 2006, pp. 267-290. First author with Barbara Manivet, MBA.

3

“The challenge of building brand equity: A look at cases in North America and Europe”. In B. Pitts (Ed.), Where Sports Marketing Theory Meets Practice. Morgantown, WV, USA: Fitness Information Technology Publishers, 2005, pp. 207-226. First author with Vincent Couvelaere, MBA.

4

“Building the brand equity of professional sports teams”. Chap. 1 in B. Pitts (Ed.), Sharing Best Practices in Sports Marketing. Morgantown, WV, USA: Fitness Information Technology Publishers, 2004, pp. 3-21. Sole author.

5

Global Sport Marketing: Contemporary Issues and Practice. Co-author with Dr. Michel Desbordes, ISC Paris. London, United Kingdom: Routledge Publishers, 2012. http://www.taylorandfrancis.com/books/details/9780415507202/.

6

International Sport Marketing: Contemporary Issues and Practice (2nd Edition of Global Sport Marketing). Co-author with Dr. Michel Desbordes, Paris Saclay University. London, United Kingdom: Routledge Publishers, 2019.

7

Sports Marketing: An International Vision (2nd Edition of Neo Sports Marketing). Co-author with Dr. Michel Desbordes, Université Paris Saclay. Bruxelles, Belgium: De Boeck, 2018. 

8

Sports Marketing. Chinese version of the book published in 2011 by De Boeck. Co-author with Dr. Michel Desbordes, Paris Sud XI University, and Dr. Guojun Zeng, Sun Yat-Sen University. Guangzhou, China: Sun Yat-Sen University Press, 2014.

9

Neo Sports Marketing. Co-author with Dr. Michel Desbordes, ISC Paris. Brussels, Belgium: De Boeck Publishers, 2011. http://superieur.deboeck.com/auteurs/120667/andre-richelieu.html.

10

“The Changing World of Sport in the Province of Quebec”. In D. Taras and C. Waddell (Eds.), How Canadians Communicate About Sports. Athabaska, Alberta, Canada: Athabaska University Press, 2016, Chapter 7, pp. 137-156. Sole author.

11

“[The state of football in] North America“. In S. Chadwick and S. Hamil (Eds.), Managing football: An international perspective. London, United Kingdom: Elsevier, 2009, Chapter 20, pp. 357-371. Co-author with Dr. Frank Pons, Université Laval.

12

* “Le sport comme levier de marque d’une équipe et d’une ville: Le cas des Canadiens de Montréal“. In C. Hautbois and M. Desbordes (Eds.), Sport et Marketing Public. Paris, France: Economica, 2008, pp. 127-141. Sole author. 

13

* “Combiner gestion de la marque et relations publiques dans une démarche stratégique: Le cas du Rouge et Or de l’Université Laval au Canada“. In C. Hautbois and M. Desbordes (Eds.), Sport et Marketing Public. Paris, France: Economica, 2008, pp. 237-253. Sole author. 

14

* “Creating and branding sport products”. Chap. 3 in S. Chadwick (Ed.), Sport Marketing. London, United Kingdom: Henry Stewart Talks. May 2008. http://www.hstalks.com/main/browse_talk_info.php?talk_id=727&series_id=260&c=250. Sole author. 

15

* “Branding sport teams in a competitive context: A look at team branding strategies in the National Hockey League“. Chap. 2 in S. Chadwick and D. Arthur (Eds.), International Cases in the Business of Sport. London, United Kingdom: Elsevier Publishers, 2007, pp. 13-29. First author with Dr. Frank Pons, Université Laval. 

16

* “The beginning of a new beginning? How to expand soccer in Canada – A look at the federation and one club”. Chap. in M. Desbordes (Ed.), Marketing and Football: An International Perspective. London, United Kingdom: Elsevier Publishers, October 2006, pp. 433-464. Sole author.