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Institut für Betriebswirtschaftslehre Services & Operations Management

Current Issues in Sports Management (L)

Time: Wednesday 18:15 – 19.15

Classroom: SOC-F-106

We are planning classes on-site without video-streaming/podcasts. If need be, classes will be taken online. Students and participants will be informed in advance.

E-Mails with regards to podcasts will not be answered.

Office hours: by appointment

Contact: Dr. Anil Özdemir (anil.oezdemir[at]

Syllabus: Current Syllabus is on OLAT

1. Overview

Professional sports has experienced tremendous growth over the past decades and is one of the most successful industries in the world. New and emerging technologies, digitalization, and the Covid-19 pandemic have accelerated industry wide changes that impact consumption patterns and will have lasting effects on business models. In this course, students will have the opportunity to listen to experts from the sports industry on the latest challenges sports organizations face across the value chain, that is, international sports governing bodies and leagues, clubs, athletes, sponsors, agencies, media, and technology providers.

2. Assessment

Students will write a short essay/paper on a topic of their choice (see the speaker and topic list for inspiration). The essay should not be longer than 4,000 words (excl. title page, references, appendix, etc.) and is due on June 12, 2022, at 23:59 CET. Please follow the latest APA referencing and citation guidelines. You may contact Anil Özdemir to discuss the topic of your paper.

3. Speakers


Changing business models in sports - the role of digital transformation, Ralph Straus, FEI


How technology disrupts the business of sports, Christian Mueller, Infront X


Traditional sports’ positioning in gaming and esports: true opportunity or illusion?, David Dellea, PwC Sports Business Advisory


Aligning sponsorship to a purpose-driven brand, Sven Schäfer, Brand Activation, Sponsorship, and Events UBS


Virtual advertising in live sports - towards personalization?, Lukas Gysin, uniqFEED


no classes


Digital transformation: innovate or die!, Carsten Koerl, Sportradar



Challenges and opportunities of a pay-tv provider in Switzerland, Wolfgang Elsässer, Swisscom Blue Entertainment

20.04.2022 Easter break - no classes


The evolving video consumption landscape, Claude Ruibal, Ubiquity Sports


The new era of digital sponsorship, Pedro Mestriner, Horizm


Swiss Ski - the path back to being a Skiing Nation, Urs Lehmann, Swiss Ski


Bejing 2022, Sarah Lewis, Global Sports Leader and Senior Strategic Advisor

25.05.2022 Ascension day - no classes


Opportunities in sports and media from a recruitment perspective, Patrick Albrecht, SRI