WHY STRATEGIC MANAGEMENT IS IMPORTANT IN A FOOTBALL CLUB

Over the last years, the Borussia from Dortmund cemented its role as “Bayern hunter” in Germany.

The hungry, young team that plays attractive offensive football was able to win 2 championships and one DFB cup in the last six years. Moreover, since 5 years the Ballspielverein qualified for playing in the Champions league. This sporting success is the result of intense work of the management around former coach Klopp, Zorc, and Watzke. Not only did the playing style of Borussia change but also the strategic and human resource development improved.

Furthermore we want to create insight in the development of the club. After almost being bankrupt in the early 00’s, the club is now debt free and one of the top 15 most valuable football clubs world wide. The first chapter describes the key activities of a football club. What is the most important activity of a sports company? What determines the success of a club? Why did the BVB almost went bankrupt?

Moreover questions like: What is the aim of Dortmund’s corporate governance? What corporate identity does the club want to create? How is the corporate strategy developed? The next chapter sets focus on the creation of value. How is the brand value of a football club influenced? What does the BVB do in order to create brand value? Why is brand value important for a sports team? Transfer management and player development are the central aspect of the next chapter. What strategy does the BVB operate regarding player transfers? What is the goal of the youth development of the club? Good performance needs a stage.

The following chapter is concerned with the former Westfalenstadion, the home of the club. What is the challenge of ticketing? What makes the stadium special? Sponsorship is vital to every sports team. How is the sponsorship structure of the BVB build up? What kind of relationship does the club want to establish with its sponsors and partners? The subsequent chapter deals with the “face” or brand identity of Borussia Dortmund. What is the central aspect of the brand image of the club and how is it created? In the last chapter, the distribution channels of the club are explained. What are points of contact between fans and club? How does the club exploit the “new” media? What is the goal of communication? Moreover, the last chapter explains the merchandising structure of the club.