FC Bayern München Goes Social - The Value of Social Media for Professional Sports Clubs
Journal
Journal of Information Technology Teaching Cases (JITTC)
ISSN-Digital
2043-8869
Type
journal article
Date Issued
2017
Author(s)
Research Team
IWI6
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 ecommerce 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 to understand how value can be generated through the use of social media. Additionally,
it illus-trates how social media enriches content distribution and how it contributes to fan loyalty.
it illus-trates how social media enriches content distribution and how it contributes to fan loyalty.
Language
English
Keywords
Content Distribution
Fan Experience
Fan Loyalty
Social Media
Sports Club
HSG Classification
contribution to practical use / society
Refereed
No
Publisher
Palgrave Macmillan
Publisher place
Basingstoke
Volume
7
Number
2
Start page
51
End page
61
Subject(s)
Division(s)
Eprints ID
248437
File(s)![Thumbnail Image]()
open.access
Name
JML_616.pdf
Size
1.83 MB
Format
Adobe PDF
Checksum (MD5)
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