Harvard Case - CREATION OF A NEW EUROPEAN SUPER LEAGUE: DILEMMA OR OPPORTUNITY FOR FC BAYERN MUNICH?
"CREATION OF A NEW EUROPEAN SUPER LEAGUE: DILEMMA OR OPPORTUNITY FOR FC BAYERN MUNICH?" Harvard business case study is written by Jim Pulcrano, Quoc-An Dinh, Pranav S. Khot, Marco Plattner, Ivan Sokolov, Anil Sonmez. It deals with the challenges in the field of Strategy. The case study is 27 page(s) long and it was first published on : Jun 7, 2021
At Fern Fort University, we recommend that FC Bayern Munich decline participation in the proposed European Super League (ESL). While the ESL presents a tempting opportunity for increased revenue and global reach, it ultimately poses a significant risk to the club's long-term success, brand reputation, and commitment to the existing football ecosystem. Instead, FC Bayern should focus on strengthening its position within UEFA competitions and leveraging its existing strengths in innovation, global brand recognition, and community engagement to drive continued growth and success.
2. Background
The case study explores the potential impact of the proposed European Super League (ESL) on FC Bayern Munich. The ESL, a breakaway league of top European clubs, aimed to challenge the existing UEFA Champions League structure by offering guaranteed participation and increased revenue for its members. This move sparked controversy and raised concerns about the future of European football, with UEFA and many fans criticizing the ESL's exclusivity and potential disruption to the established sporting order.
The main protagonists in this case are:
- FC Bayern Munich: A leading German football club with a rich history and global fan base.
- The European Super League: A proposed breakaway league of top European clubs aimed at increasing revenue and control.
- UEFA: The governing body of European football, responsible for organizing the Champions League and other competitions.
3. Analysis of the Case Study
To analyze the situation, we can apply several frameworks:
a) Porter's Five Forces:
- Threat of new entrants: The ESL itself represents a new entrant, but its success hinges on attracting and retaining top clubs. This threat is mitigated by the existing power structure and strong resistance from UEFA and fans.
- Bargaining power of buyers: Fans hold significant power, and their potential boycott of the ESL could severely impact its viability.
- Bargaining power of suppliers: Players and coaches have limited bargaining power as the ESL offers a platform for increased visibility and earnings.
- Threat of substitutes: Other sports and entertainment options exist, but the ESL aims to offer a unique and exclusive product.
- Rivalry among existing competitors: The ESL's formation directly challenges the existing rivalry within European football, potentially leading to increased competition and uncertainty.
b) SWOT Analysis:
Strengths:
- Strong brand: FC Bayern enjoys global recognition and a loyal fan base.
- Financial stability: The club is financially sound and has a strong track record of success.
- Competitive advantage: FC Bayern has a strong youth academy and a proven ability to develop world-class talent.
- Community engagement: The club is deeply rooted in its local community and actively promotes social responsibility.
Weaknesses:
- Dependence on UEFA competitions: The club's revenue and prestige are tied to its performance in the Champions League.
- Limited global reach: While Bayern has a strong domestic following, its international fanbase is smaller compared to some other European clubs.
- Potential for backlash: Joining the ESL could alienate fans and damage the club's reputation.
Opportunities:
- Growing global markets: The club can leverage its brand to expand its reach in emerging markets.
- Technological advancements: Utilizing digital platforms and data analytics can enhance fan engagement and revenue streams.
- Innovation in sports: Exploring new business models and partnerships can create unique value propositions.
Threats:
- Competition from other leagues: The ESL's success depends on attracting top clubs, potentially weakening existing leagues.
- Regulatory challenges: UEFA and national football associations may take action to counter the ESL.
- Financial instability: The ESL's financial model relies on high revenue, which may be difficult to sustain.
c) Value Chain Analysis:
The ESL's proposed model focuses on increasing revenue through broadcasting rights and sponsorship deals. However, this approach neglects the value chain's other crucial elements, such as player development, community engagement, and fan experience. FC Bayern's strength lies in its holistic approach to football, encompassing all aspects of the value chain.
d) Business Model Innovation:
The ESL represents a disruptive innovation, attempting to reshape the existing football ecosystem. However, this disruption comes at a cost, potentially alienating fans and jeopardizing the long-term sustainability of the sport. FC Bayern should focus on business model innovation within the existing framework, leveraging its strengths in brand building, fan engagement, and youth development to create a sustainable and impactful model.
4. Recommendations
FC Bayern should:
- Decline participation in the ESL: This decision aligns with the club's values, its commitment to the existing football structure, and its long-term sustainability.
- Focus on strengthening its position within UEFA competitions: The club should continue to invest in its squad, coaching staff, and infrastructure to maintain its competitiveness in the Champions League and other UEFA tournaments.
- Leverage its global brand and community engagement: FC Bayern should expand its international presence through targeted marketing campaigns, strategic partnerships, and community outreach initiatives.
- Embrace innovation and technology: The club should invest in digital platforms, data analytics, and innovative technologies to enhance fan engagement, optimize operations, and create new revenue streams.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: FC Bayern's core competencies lie in its strong brand, youth development, and community engagement. The ESL undermines these core values and contradicts the club's mission of fostering a sustainable and inclusive football ecosystem.
- External customers and internal clients: Fans, sponsors, and players are crucial stakeholders. Joining the ESL risks alienating these groups and jeopardizing the club's long-term success.
- Competitors: The ESL's formation creates a new competitive landscape, potentially weakening existing leagues and undermining the value of UEFA competitions.
- Attractiveness: The ESL's financial model relies on uncertain assumptions and risks creating a financial bubble. FC Bayern's existing model, based on strong brand, community engagement, and sustainable growth, offers a more secure and attractive path to success.
6. Conclusion
FC Bayern Munich should decline participation in the European Super League. The ESL represents a significant risk to the club's long-term success, brand reputation, and commitment to the existing football ecosystem. By focusing on its core competencies, leveraging its global brand, and embracing innovation, FC Bayern can continue to thrive within the existing framework and maintain its position as a leading force in European football.
7. Discussion
Alternatives not selected:
- Joining the ESL: While this option offers potential for increased revenue and global reach, it carries significant risks to the club's reputation, fan base, and long-term sustainability.
- Remaining neutral: This approach avoids immediate conflict but fails to address the fundamental issues raised by the ESL.
Risks and key assumptions:
- Risk of UEFA sanctions: FC Bayern could face sanctions from UEFA for its participation in the ESL.
- Risk of fan backlash: The club's brand and reputation could be damaged by fan opposition to the ESL.
- Assumption of ESL success: The ESL's financial model relies on attracting and retaining top clubs, which is not guaranteed.
8. Next Steps
- Communicate the decision to stakeholders: FC Bayern should clearly explain its reasons for declining the ESL to fans, sponsors, and other stakeholders.
- Develop a long-term strategy: The club should outline a comprehensive strategy for achieving its goals within the existing football ecosystem.
- Invest in innovation and technology: FC Bayern should invest in digital platforms, data analytics, and other innovative technologies to enhance fan engagement and create new revenue streams.
- Strengthen relationships with UEFA and other clubs: The club should work collaboratively with UEFA and other clubs to ensure the long-term health and sustainability of European football.
By taking these steps, FC Bayern can navigate the challenges and opportunities presented by the ESL and continue to build a successful future for the club.
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Case Description
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.
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