Thierry LARDINOIT

Thierry LARDINOIT is a Teaching Professor of Marketing at ESSEC Business School in France, specializing in sports marketing, sponsorship effectiveness, and consumer behavior. He holds a Doctorate in Management from Katholieke Universiteit Leuven (1996), alongside Master's degrees in Management (1993) and Kinesiology/Physical Education (1985). Since 2014, he has served as a full-time Teaching Professor, previously holding roles as Associate Professor (2002–2011) and Assistant Professor (1997–2002). He coordinates the Sport Business Track and leads the Hepta program. His research focuses on sponsorship strategies, consumer memory retention in sports contexts, and the intersection of marketing and sports health programs.

Key professional roles include editorial board memberships for the International Journal of Sports Marketing and Sponsorship and Revue Française de Gestion, alongside memberships in the Administrative Sciences Association of Canada and the Association Française de Marketing. He also advises national/international sports events like the Boxing World Championship and European Women’s Volley-Ball Cup.

Dr. LARDINOIT’s work spans peer-reviewed articles, book chapters (e.g., Principes de Marketing), and popular media contributions to Huffington Post and La Croix. His research highlights include studies on sponsorship spillover effects, brand proximity in mega-events like the 1998 FIFA World Cup, and attitudinal impacts of combined field/TV sponsorships.

He has led ESSEC’s Sport Business department since 2000 and currently serves as Chair of the SPORT Chair (2024–2025). His teaching emphasizes practical applications of marketing principles in sports management and business strategy.