Leveraging control points, digital strategy, and sustainability for a competitive advantage in the professional football industry

: FC Bayern Munich as a success case in analysis

Abstract

This thesis critically explores the integration of digital strategies and sustainability initiatives in the professional football industry, with a particular focus on FC Bayern Munich (FCB). The key stakeholders will be identified over two decades, and the associated control points within the digital business ecosystem of professional football will be determined. In this context, two research questions are addressed. 1. How are the key stakeholders affected by integrating digital strategies and sustainability initiatives, and how do they contribute to its competitive advantage, particularly in the context of a club like FC Bayern Munich? 2. To what extent can sustainability and digitalization be fully reconciled with success in the professional football industry? The study identifies a significant shift in stakeholder dynamics, propelled by digitalization, positioning players as pivotal influencers, surpassing traditional associations like FIFA and UEFA. Despite the industry's increasing commercialization and the treatment of clubs as business models, it is observed that few clubs, aside from FCB, have successfully achieved profitability. FCB’s exemplary performance is attributed to its strategic integration of digitalization, effective brand management, and robust fan engagement, complemented by consistent sporting achievements. Additionally, the thesis underscores the complexity of aligning environmental sustainability with the core objectives of football clubs. However, it emphasizes that economic and social sustainability are vital for long-term success in the industry. The findings suggest that while comprehensive environmental sustainability remains challenging, aspects of CSR, particularly economic and social sustainability, are integral to the sustained competitiveness of football clubs.

Date of Award	26 Jan 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	René Bohnsack (Supervisor)