This thesis aims to analyse professional German football clubs and their strategic approaches while internationalizing, providing a profound insight into the topic: “Analysis of strategic success factors in the internationalization process of professional German football clubs”.
The primary research question of this work is why, where and when professional German football clubs are entering foreign markets and which strategic processes have to be considered during the internationalization process, furthermore, which are successful? In addition, this study strives toward a better understanding of internationalization strategies of professional German football clubs analysing how they are internally structured as well as which internal and external factors could influence the internationalization?
In order to evaluate the different strategic approaches “strategy profiles” for selected clubs are going to be considered based on structured quantitative interviews and compared as case studies. In this thesis, the research focuses on selected German Bundesliga clubs. Due to their financially weaker situation and lack of international importance, clubs from the Bundesliga 2 will not be considered. The mentioned selected clubs are Borussia Dortmund GmbH & Co. KGaA, FC Gelsenkirchen-Schalke 04 e.V. and VfL Wolfsburg-Fußball GmbH. In addition, in order to analyse the collaboration between the clubs and the German Football Association (DFL Deutsche Fußball Liga GmbH), the relationship between the clubs and the DFL will be examined.
For the structured interviews with experts the author of this thesis developed an interviewer administered questionnaire guiding through the different interviews. Each interviewed expert was asked to respond to the same set of questions in a predetermined order. Trying to build a broad opinion profile and to create a better possibility of comparison at a uniform level, interviews with experts from the recently most successful and aspiring German Bundesliga clubs were conducted (Alexander Jobst, Thomas Röttgermann, Benedikt Scholz). Additionally, to analyse the interdependence between the clubs and the DFL an interview with the CEO of the DFL (Christian Seifert) was conducted. Due to the financially weaker situation and lack of international importance, clubs from the Bundesliga 2 were not considered.
Table of Contents
1 Introduction
1.1 Problem Statement
1.2 Aim of the Work
1.3 Research Method
1.4 Structure
2 Fundamentals of Internationalization Strategies
2.1 History and Definitions of Strategy
2.2 Phases of the Strategic Process
2.3 Types of Strategies
2.3.1 Corporate Strategy
2.3.2 Business Strategy
2.3.3 Intended and Emergent Strategies
2.3.4 Alternative Views of Strategy
2.4 Basics of Internationalization
2.4.1 Definition and Characteristics
2.4.2 Motives and Drivers for Internationalization
2.4.3 Benefits of Internationalization
2.4.4 Stages of Internationalization
2.5 Process of Market Entry
2.5.1 Target Markets and Emerging Markets
2.5.2 Timing of Entry
2.5.3 Market Entry Strategies
2.5.4 Export
2.5.5 Licensing
2.5.6 Strategic Alliance
2.5.7 Subsidiaries
3 Internal and External Factors for Internationalization Strategies
3.1 Strategic Analysis and Tools
3.1.1 SWOT-Analysis
3.1.2 PEST-Analysis
3.1.3 Porters Five Forces Framework
3.1.4 Market Research
3.2 International Economic and Country Analysis
3.3 Organizational Structures
3.4 Role of Culture
3.5 Political Environment and Country Risk
3.6 Consumer Behaviour
4 Characteristics of the professional German Football Market
4.1 The Business of Football
4.2 Structure of the Professional German Football Market
4.2.1 The History of Professional German Football
4.2.2 Facts and Figures of the Bundesliga
4.2.3 Legal Structure of the Bundesliga
4.3 Economic Characteristics of professional German Football Companies
4.3.1 Change of Legal Structures
4.3.2 Aims of Football Companies
4.3.3 Internal and External Financing
5 Case Studies of Internationalization Strategies
5.1 Selection and Fact Sheets of the Analysed Football Clubs
5.2 Position in the Internationalization Process
5.3 Organisational Structure
5.4 Motives of Internationalization
5.5 Market Conditions
5.6 Target Markets
5.7 Mode of Entry and Timing
5.8 Strategic Partners
5.9 Collaboration between Clubs and DFL
5.9.1 Role of the DFL
5.9.1 International Subsidies
5.9.3 International Media Markets and Trends
5.10 Strategic Success Factors and Risks
6 Critical Analysis and Recommendation
7 Conclusion
8 Appendix
8.1 Appendix 1: Interview – Alexander Jobst
8.2 Appendix 2: Interview – Thomas Röttgermann
8.3 Appendix 3: Interview – Benedikt Scholz
8.4 Appendix 4: Interview – Christian Seifert
Research Objectives and Core Themes
This work aims to analyze the strategic approaches of professional German football clubs during their internationalization process. The research focuses on identifying why, where, and when these clubs enter foreign markets, how they are internally structured, and which internal and external factors influence their international success, while exploring the interdependence between the clubs and the DFL.
- Analysis of internationalization drivers and market entry strategies in professional football.
- Evaluation of internal and external factors impacting club strategy (e.g., SWOT, PEST, Five Forces).
- Examination of the structural characteristics of the professional German football market.
- Case studies of selected top-tier Bundesliga clubs and their strategic profiles.
- Analysis of the collaborative relationship between clubs and the DFL in promoting international growth.
Excerpt from the Book
1.1 Problem Statement
Looking at the diversity of literature there has been empirical work attempting to the topic. Various research studies focus on individual disciplines like marketing, sponsoring, management, merchandising, brand building and many more. In the work by Kai Taichmann, “Strategie und Erfolg von Fußballunternehmen” no overlap with regards to this work is assumed as by means of an empirical model the correlation between strategic decisions and success is examined but not in terms of the aspect of internationalization. The same applies to the work by Bernd Sontag “Strategische Erfolgsfaktoren professioneller Sportorganisationen”. Other studies, such as the work by Daniel Weimar, “Bewertung von Fußballclubs – Eine Untersuchung zur Anwendung von Vergleichswertverfahren für die Bewertung deutscher Fußball-Bundesligaclubs”, the study by Sandra Feldmann, “Bewertung von Sportmarken - Messung und Wirkungen der Markenstärke von Fußball bundesligavereinen” or the work by Frank Schumann, “Professionalisierungstendenzen im deutschen Fußball aus sportökonomischer Sicht” focus only marginally on the topic of this thesis, leaving out the analysis of professional German football clubs and their strategic approaches while internationalizing entirely. Solely the working paper by Jonas Puck and Thorsten Wirth, “Die Internationalisierung des FC Bayern München”, deals with the same topic presenting various internationalization measures of Bayern Munich on fifteen pages. The same applies to the work by Phillip Schlösser, “Fußballklubs als Global Player” where the internationalization measures of European top clubs like FC Barcelona, Real Madrid and Manchester United are presented but not the strategic approaches of professional German football clubs. It can be noted, that partial aspects of internationalization were examined in existing literature, however, the specialization on internationalizing strategies of professional German Bundesliga football clubs constitutes a novelty and therefore does not depict a conflict regarding the scientific potential.
Summary of Chapters
1 Introduction: This chapter introduces the research context, defining the aim of the work, the research methodology (structured expert interviews), and the overall structure of the thesis.
2 Fundamentals of Internationalization Strategies: This section provides a theoretical foundation by covering strategic management concepts, definitions of strategy, and core theories behind internationalization and market entry processes.
3 Internal and External Factors for Internationalization Strategies: This chapter analyzes critical factors for international success using diagnostic tools such as SWOT, PEST, and Porter’s Five Forces, while considering cultural and political influences.
4 Characteristics of the professional German Football Market: This chapter details the specific business and economic characteristics of the German professional football sector, including its history and the legal framework (the 50+1 rule).
5 Case Studies of Internationalization Strategies: This central chapter evaluates the empirical findings from expert interviews with representatives of BVB, Schalke 04, VfL Wolfsburg, and the DFL regarding their international strategies.
6 Critical Analysis and Recommendation: This chapter analyzes the empirical results and provides strategic recommendations for professional German football clubs.
7 Conclusion: The final chapter summarizes the thesis and provides a synthesis of the findings regarding the internationalization of German football.
8 Appendix: This section contains the complete transcripts of the expert interviews conducted with Alexander Jobst, Thomas Röttgermann, Benedikt Scholz, and Christian Seifert.
Keywords
Internationalization, Strategic Management, German Bundesliga, Football Business, Market Entry Strategies, SWOT Analysis, PEST Analysis, Porter's Five Forces, Sports Marketing, Brand Management, DFL, 50+1 Rule, Professional Football, Global Market, Strategy Implementation.
Frequently Asked Questions
What is the core focus of this research?
The work investigates the strategic internationalization of professional German football clubs, exploring how these organizations adapt to global markets while maintaining their core identity and responding to domestic economic challenges.
What are the primary themes discussed?
Central themes include the evolution of football into a global business, the use of strategic planning tools, the legal environment of the Bundesliga, and the practical challenges of entering foreign markets like China or Southeast Asia.
What is the ultimate goal of the thesis?
The aim is to provide a profound insight into the strategic success factors of German football clubs when internationalizing and to answer how these clubs can successfully manage their expansion while dealing with internal and external influences.
Which research methodology is employed?
The author uses a combination of primary and secondary literature analysis alongside structured, qualitative expert interviews conducted with key figures from BVB, Schalke 04, VfL Wolfsburg, and the DFL.
What does the main body cover?
The main body integrates theoretical frameworks of strategy with the specific characteristics of the professional football market, followed by a comparative case study analysis of leading German clubs.
Which terms characterize this research?
Key terms include "Internationalization Strategy," "Bundesliga," "Strategic Success Factors," "50+1 Rule," "Market Entry," and "Football Brand Management."
How does the "50+1 rule" impact internationalization?
The rule ensures that majority control remains with club members, which creates a specific financial and ownership structure that differentiates German clubs from foreign investors or models used by clubs like Manchester United.
Why are digital media considered a revolution in this sector?
Digital tools like "digital overlay" or "virtual advertising" allow clubs to replace in-stadium advertising with market-specific content for TV audiences, significantly increasing revenue potential in foreign markets.
- Arbeit zitieren
- Henning Wenzel (Autor:in), 2015, Analysis of strategic success factors in the internationalization process of professional German football clubs, München, GRIN Verlag, https://www.grin.com/document/316742
