Rethinking the business model of FC Bayern Munich basketball

Abstract

In the 20th and 21st centuries sport has developed into a globally significant economic factor. Due to the increasing commercialisation of sport, business management knowledge in the field of sport is becoming more and more important. Many sports organisations are nowadays comparable to medium-sized companies due to their turnover figures and number of employees. What is there to consider in the sports business so that a professional sports organisation can operate successfully? The author of the following master thesis will analyse the sports business and business models in general. Subsequently, the Business Model Canvas will be investigated, and the professional basketball club FC Bayern Munich Basketball from Germany is used as an example and to rethink the club’s business model after the scientific research. For this purpose, a literature review was conducted at the beginning of the paper to identify relevant contributions to the topic under discussion. The most important results of the literature review were integrated into the work. In the next step, the methodological procedure was described. How was the instrument used selected and why? To best address FC Bayern Basketball, the club was analysed using the Business Model Canvas and the current business model was identified. Through the collected information of the methodological action and the current business model, recommendations were subsequently made for FC Bayern Munich Basketball. The author focused on the two departments Business Development and Marketing. At the end of this master thesis the author draws a conclusion of the collected results.