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- 2021
- Working Paper
MLS as a Sports Product—The Prominence of the World's Game in the U.S.
By: Stephen A. Greyser and Kenneth Cortsen
The purpose of this Working Paper is to analyze how soccer at the professional level in the U.S., with Major League Soccer as a focal point, has developed over the span of a quarter of a century. It is worthwhile to examine the growth of Major League Soccer (MLS) from...
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- April 2021 (Revised April 2021)
- Case
Project Restart: Deciding the Future of English Football
By: Nour Kteily and Deepak Malhotra
In March 2020, the English Premier League football (soccer) season was suspended partway through due to the COVID-19 pandemic. Two months later the season remained in limbo, with a looming deadline to decide whether to attempt to complete the season or curtail it—and...
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- March 2021
- Supplement
Sky Deutschland Analysis: Results
By: Felix Oberholzer-Gee, Sascha L. Schmidt, Renate Imoberdorf and Sebastian Koppers
Carsten Schmidt, CEO of Sky Deutschland, needs to prepare for the auction of German soccer rights. Much was at stake. Not only was soccer the most widely watched sport in Germany, the company had long advertised that only Sky showed “every game, every goal.” In...
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- March 2021
- Case
Sky Deutschland - Bidding for Sports Rights (A)
By: Felix Oberholzer-Gee, Sascha L. Schmidt, Renate Imoberdorf and Sebastian Koppers
Carsten Schmidt, CEO of Sky Deutschland, needs to prepare for the auction of German soccer rights. Much was at stake. Not only was soccer the most widely watched sport in Germany, the company had long advertised that only Sky showed “every game, every goal.” In...
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- March 2021
- Supplement
Sky Deutschland - Bidding for Sports Rights (B)
By: Felix Oberholzer-Gee, Sascha L. Schmidt and Sebastian Koppers
Carsten Schmidt, CEO of Sky Deutschland, needs to prepare for the auction of German soccer rights. Much was at stake. Not only was soccer the most widely watched sport in Germany, the company had long advertised that only Sky showed “every game, every goal.” In...
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- July 2020
- Case
Paris Saint-Germain: Building One of the World's Top Sports Brands
By: Anita Elberse and David Moreno Vicente
In March 2020, Nasser Al-Khelaifi, the president of French soccer club Paris Saint-Germain (‘PSG’) sees his team clinch a spot among the last eight clubs to compete in the UEFA Champions League. Established in 1970 and initially a club with only moderate success, PSG’s...
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- June 2020
- Case
AFC Ajax
By: Anita Elberse
In July 2019, AFC Ajax’s chief executive officer Edwin van der Sar finalized one of the biggest transfers in soccer—that of Matthijs de Ligt, only 19 years old but already one of the sports world’s brightest stars—from AFC Ajax to Italian powerhouse Juventus FC for a...
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- December 2019
- Case
Negotiating for Equal Pay: The U.S. Women's National Soccer Team (A)
By: Christine Exley, John Beshears, Manuela Collis and Davis Heniford
In 2016, members of the U.S. Women's National Soccer Team (WNT) took steps to fight for equal pay relative to the U.S. Men's National Soccer Team. Their legal representative declared that the memorandum of understanding governing the relationship between the players...
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- December 2019
- Supplement
Negotiating for Equal Pay: The U.S. Women's National Soccer Team (B)
By: Christine Exley, John Beshears, Manuela Collis and Davis Heniford
Supplements the (A) case and describes the events following from the actions of the WNT players.
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- November 2019
- Teaching Note
The Bundesliga in the U.S.
By: Stephen A. Greyser, Sascha L. Schmidt and Florian Holzmayer
This Teaching Note addresses the classroom use of the case on the strategy of Germany’s premier football (soccer) league to “win the marketplace of U.S. sports broadcasters and consumers.” The note includes study questions and a teaching plan that also draws on...
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- October 2019
- Supplement
TSG Hoffenheim: Football in the Age of Analytics (B)
By: Feng Zhu, Sascha L. Schmidt, Karim R. Lakhani and Sebastian Koppers
Supplement for the (A) case (HBS No. 616-010).
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- October 2019 (Revised February 2020)
- Case
Relevent and LaLiga: Bringing Spanish Soccer to America
By: Anita Elberse and David Moreno Vicente
“Barcelona backs out of proposed LaLiga match in Miami.” It is December 2018, and Daniel Sillman, chief executive officer of sports and entertainment company Relevent, is tasked with finding a way forward after a significant setback. Relevent had found success by...
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- 2019
- Working Paper
Persuasive Propaganda During the 2015 Argentine Ballotage
By: Rafael Di Tella, Sebastian Galiani and Ernesto Schargrodsky
We study a propaganda campaign sponsored by the government against the main political challenger in the days preceding the 2015 Argentine runoff presidential election. Subjects in the treatment group watched an “ad” initially aired during soccer transmissions that was...
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- December 2018
- Teaching Note
Bayern Munich in China
By: Karim Lakhani and Sascha L. Schmidt
Teaching Note for HBS No. 617-025.
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- November 2018
- Case
The Bundesliga in the U.S.
By: Stephen A. Greyser, Sascha L. Schmidt and Florian Holzmayer
The Bundesliga, Germany’s premier football (soccer) league, is assessing its global broadcast and marketing strategy, with special focus on the very lucrative but highly competitive U.S. market. Its CEO Christian Seifert believed that a strong international position...
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- November 2018
- Case
Sportradar (A): From Data to Storytelling
By: Ramon Casadesus-Masanell, Karen Elterman and Oliver Gassmann
In 2013, the Swiss sports data company Sportradar debated whether to expand from its core business of data provision to bookmakers into sports media products. Sports data was becoming a commodity, and in the future, sports leagues might reduce their dependence on...
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Keywords:
Sports Data;
Data;
Sport;
Sportradar;
Football;
Soccer;
Gambling;
Betting;
Betting Markets;
Statistics;
Odds;
Live Data;
Bookmakers;
Betradar;
Visualization;
Integrity;
Monitoring;
Gaming;
Streaming;
2013;
St.Gallen;
Algorithm;
Mathematical Modeling;
Carsten Koerl;
Betandwin;
Bwin;
Wagering;
Probability;
Sports;
Data and Data Sets;
Mathematical Methods;
Games, Gaming, and Gambling;
Transition;
Strategy;
Media;
Sports Industry;
Technology Industry;
Information Technology Industry;
Media and Broadcasting Industry;
Europe;
Switzerland;
Asia;
Austria;
Germany;
England
- September 2017
- Case
Harvard Men's Soccer
By: Alison Wood Brooks and Katherine Coffman
In the fall of 2016, the Crimson, Harvard’s undergraduate newspaper, broke a story revealing that the 2012 Harvard Men’s Soccer team had produced a sexually explicit “scouting report” about the Women’s Soccer team. The story generated national headlines and...
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- November 2016
- Case
Bayern Munich in China
By: Karim Lakhani, Sascha L. Schmidt, Michael Norris and Kerry Herman
In 2015, German football club Bayern Munich is considering how to enter the Chinese market. Should it build its own infrastructure or rely on third-party partnerships to reach this massive football fan base?
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- May 2016
- Case
Seaside Organics
By: Howard H. Stevenson and Alisa Zalosh
This case follows Sara Norton, a soccer player-turned-serial entrepreneur, as she transforms Seaside Organics from a fledgling startup into an $89 million company. Informed by the successes and failures of her first organics venture, WellBar, Norton tries to balance...
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