FC Bayern München Goes Social - The Value of Social Media for Professional Sports Clubs.

12 Pages Posted: 13 Jun 2017 Last revised: 18 Mar 2018

See all articles by J. M. Leimeister

J. M. Leimeister

University of St. Gallen; University of Kassel - Information Systems

Matthias Söllner

University of Kassel - Information Systems; University of St. Gallen - Institute of Information Management

Walter Brenner

University of St. Gallen

Multiple version iconThere are 2 versions of this paper

Date Written: 2017

Abstract

In 2010, FC Bayern München (FCB), one of the world’s most successful football clubs, had just finished a successful season from a commercial perspective as well as on the field. With regard to its digital service portfolio, FCB had successfully established its digital content distribution and an e-commerce platform. However, the club seemed to have missed one major trend: the rise of social media. European competitors were already attracting large crowds on Facebook. The management was unsure about how social media would contribute to the digital strategy. In this teaching case, students need to prepare materials for a board meeting in June 2010, in which the digital road map for the upcoming season has to be decided upon. Furthermore, they are supposed to reflect on FCB’s evolution from today’s perspective. This teaching case helps understand how value can be generated through the use of social media. Additionally, it illustrates how social media enriches content distribution and how it contributes to fan loyalty.

Keywords: social media, sports club, fan experience, fan loyalty, content distribution

Suggested Citation

Leimeister, Jan Marco and Söllner, Matthias and Brenner, Walter, FC Bayern München Goes Social - The Value of Social Media for Professional Sports Clubs. (2017). Available at SSRN: https://ssrn.com/abstract=2959258 or http://dx.doi.org/10.2139/ssrn.2959258

Jan Marco Leimeister (Contact Author)

University of St. Gallen ( email )

Varnbuelstr. 14
Saint Gallen, St. Gallen CH-9000
Switzerland

University of Kassel - Information Systems ( email )

Nora-Platiel 4
Kassel, 34127
Germany

Matthias Söllner

University of Kassel - Information Systems ( email )

Nora-Platiel 4
Kassel, 34127
Germany

University of St. Gallen - Institute of Information Management

Müller-Friedberg-Str. 8
St. Gallen, 9000
Switzerland

Walter Brenner

University of St. Gallen ( email )

Varnbuelstr. 14
Saint Gallen, St. Gallen CH-9000
Switzerland

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