Professor Dr. Sascha L. Schmidt

Sascha L. Schmidt is a senior full professor and director of the Center for Sports and Management (CSM) with "Future of Sport" as one of his key research areas. He studied economic sciences at the Universities of Essen and Zurich, where he also graduated with a doctorate. At the invitation of Harvard Business School faculty he worked in Boston as a visiting scholar, after which he joint strategy consulting. After several years at McKinsey, Sascha was appointed director of the ICS research program at the University of St. Gallen, and qualified as a professor at the EBS University (habilitation). He then entered into the world of entrepreneurship, building up the activities of recruitment agency a-connect within Germany. In 2011 he returned to academia by founding the Institute for Sports, Business & Society at EBS University. Sascha joined the WHU in 2014.

On the digitalized future of professional football

"In the year 2025 professional clubs will operate as multinationals in various fields of business beyond the football field . . . and within the global sphere. In the process, the intelligent linking of data and context as well as targeted processing of large amounts of information will assure success in the area of sports just as it does in economics."  (Prof. Dr. Sascha L. Schmidt)

No sphere in our daily lives is exempt from the digitalization of our planet - not even football. What will happen if the everyday world of football now enters the realm of science fiction? Look at what new demands football clubs are already subjected to today as a result of the digital transformation.

Among the issues professor Schmidt is concerned with is the question of how, in the digital age, new possibilities and the potential of modern Internet-based media can change the foundations of professional soccer clubs in terms of their strategy, structure, culture, and processes. He investigates professional football clubs in 2025 after they have passed through the digital transformation.

Schmidt observes how, with the help of the latest technology, a 360-degree fan experience through all channels of communication and points of contact (e.g. the stadium, E-Sports, online shop, club TV, and social media) is created and how reaching fans through digital means can be used for profitable business. Finally, Schmidt looks at how professional clubs will transform their structures and processes across departments in fluid organizations and can hold their own in the “war for digital talent” off the football field.


Professor Dr.

Sascha L. Schmidt

Chairholder / Director CSM

+49 (0)211 44709 740