Case Studies


FC Schalke 04 eSports

On a sunny day in mid-March 2018, Tim Reichert, Chief Gaming Officer at FC Schalke 04, met with Managing Board member Alexander Jobst (Marketing) for a strategy meeting to make fundamental decisions about the future of FC Schalke 04’s eSports activities. They were in a generally positive mood. The club’s football team was well positioned in the Bundesliga and their League of Legends (LoL) team recently returned to the first division, i.e. the European LoL Championship Series (EU LCS).

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Bayern Munich in China

In 2015, German football club Bayern Munich considered how to enter the Chinese market. Should it build its own infrastructure or rely on third-party partnerships to reach this massive football fan base? Supported by Prof. Dr. Sascha L. Schmidt from the Center for Sports and Management in Düsseldorf, Harvard Business School has looked more closely at this question.

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Die Mannschaft

After years of ups and downs, Germany won its fourth World Cup Championship in 2014. This case examines the national team's recent history and the changes they made to set themselves up for success.

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TSG Hoffenheim: Football in the Age of Analytics

In 2015, Dietmar Hopp, owner of Germany's Bundesliga football team TSG Hoffenheim and co-founder of the global enterprise software company SAP, was considering how to ensure long-term sustainability and competitiveness for TSG Hoffenheim. He wondered if the "moneyball" approach-when a smaller team competed with wealthier teams by using statistical analysis to buy undervalued assets and sell overvalued assets-could work in football and if investments in technology could lead the team to financial independence.

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