Case Study

Creation of a new European Super League: Dilemma or opportunity for FC Bayern Munich?

27 pages
June 2021
Reference: IMD-7-2294

The case is based on published sources and was written in 2019, before the announcement in April 2021 of a breakaway European Super League. The idea of different formats and financing models for competition football is not new, however. The case explores this from the viewpoint of FC Bayern Munich the best-known and most successful German football club and one of the elite teams in Europe – and its president, Karl-Heinz Rummenigge, who has had a number of influential roles in the football world, in a career spanning more than five decades. Revenues from European football competitions have increased constantly over the last decades, with the UEFA European Champions League (UCL) constituting the largest piece of the cake. The big European football clubs, including Bayern Munich, aimed for a bigger share of the increasing revenues and debated a self-organized break-away European Super League (ESL) outside UEFA.

Learning Objective
  • Assimilate Game Theory by analysing and understanding a real-life business negotiation
  • Evaluate the Importance of strategic alliances in complex and competitive business situations using Game Theory
  • Learn and apply Business Model Canvas and Strategy Diamond during Decision Analysis of a complex situation
  • Understand the importance of stakeholder mapping and management in strategic negotiations
Stakeholder Management, Business Model Canvas, Framework, Decision Analysis, Game Theory, Strategy Diamond
FC Bayern Munich, Travel and Leisure, Sports
Published Sources
© 2021
Available Languages
Related material
Teaching note
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