Virtual Reality an Alternative Way of Growth for the Bundesliga?

Lars Christian Kier

Student thesis: Master thesis

Abstract

Developments in the sale of media rights both domestically and international have led to a situation where the German Bundesliga is currently presented with a competitive disadvantage compared to some of the other leagues in the Big 5 leagues. Especially in the sales of international media rights, there is an immense distance to the Premier League, which is posting almost ten times the revenues of the Bundesliga. A possible way to achieve growth for the Bundesliga has been proposed in the area of product development, suggesting the use of a VR solution to broadcast matches. To assess the feasibility of such a solution, it is first necessary to examine the current position of the Bundesliga, involving an internal analysis revealing possible complementary resources, an assessment of the forces determining the competitiveness of the industry and the identification of environmental factors influencing the industry and the Bundesliga. Furthermore, it is necessary to examine the buying behavior of the fans, what currently motivates their decision to watch matches at the stadium or in TV, and their thoughts on a possible VR solution. The combination of these analyses gives an indication of what features should be included in a VR solution for the Bundesliga. Furthermore, assessing whether resources and capabilities of the Bundesliga combined with possible opportunities, presented by the environment it operates in, suggests enough potential for such a solution to be profitable, and hence achieve growth

EducationsMSc in International Marketing and Management, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2018
Number of pages186
SupervisorsSven Junghagen