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The case deals with the town of Argenteuil, situated in the suburb of Paris, which is determined to promote sport because it can play a positive role in uniting the town's inhabitants. Councillors believe that their town's football club, the Argenteuil FC, can be leveraged as a driving force to create a strong link between all of the town's inhabitants. Such a strategy would also help to build a positive image for the town. However, the club, like many others, suffers from a lack of financial resources. The leaders of Argenteuil FC want to transform it into a professional club. So the students are asked to come up with communication and financial strategies that will enable the club to reach professional status as quickly as possible.