SPOAC - Sports Business Studies


SPOAC Sports Business Study 2019

The SPOAC sports business studies of the past two years demonstrated that the requirements and preferences of future consumers will fundamentally change the sports business and the associated challenges for sports companies. In this, the fourth edition of our annual study, we focus on the topic of „talent“; and we ask which personnel the sports business needs to stay on course and successfully navigate the storms of digitisation.

We generated our findings from a survey of a total of 166 investors, managers, and employees in the sports business sector. In addition, we interviewed 299 active and former top athletes as comparison groups for our study with the Stiftung Deutsche Sporthilfe. We hope that the SPOAC Sports business study will again trigger a constructive discourse and contribute to the on-going professionalization of our industry. Comments and feedback in any form are welcome.

SPOAC Sports Business Study 2018

After taking a close look at the Digital Millennials born between 1980 and 2000 in the SPOAC Sports Business Survey 2017, we went one step further in the 2018 edition. Therefore, we have focused on the "Generation Z / Post Millennials" born in this millennium, who will shape our society and also the sports business in the coming years. Those who think that the Digital Millennials pose a challenge in their expectations, in their way of life and in their consumer behavior, the post-millennials will be more likely to throw beads of sweat on their foreheads. Welcome to the disruptive world of digitization!

The decision-makers in our industry must take this new generation of consumers seriously. We need a new attitude, because going on as in the past will not work this time. We have to say goodbye to supposedly universal laws and conventional wisdom ("sports will always be successful"). Our research results are clear: business models in professional sports must be reconsidered or rethought in the coming years, otherwise we will lose touch with Generation Z.

SPOAC Sports Business Study 2017

For the second time after 2016, the SPOAC Sport Business Research Report shows forward-looking trends. A core statement: the needs of the "Digital Millennials" have to be better understood. The study summarizes the key findings from a survey of 300 investors, executives and employees in the sports business sector. Secondly, it also includes preliminary results from a representative survey of 1155 "Millennials" in the DACH region.


SPOAC Sports Business Study 2016

Business executives in the sports business are astonishingly self-critical with regard to future growth areas such as digitalization and internationalization. This is only one of the key findings of the SPOAC Sport Business Research Report which was published for the first time in 2016 and conducts among 285 decision-makers in the sports business industry. The "Sports Business Academy by WHU" (SPOAC) is an advanced education program for future executives in the sports business sector. The SPOAC was founded by the internationally renowned business school "WHU - Otto Beisheim School of Management" and "SPONSORS", the leading information provider and congress organizer in the sports business industry.