Zugl.. Bochum, Univ., Diss., 2009

Zugl.: Regensburg, Univ., Diss., 2009

Title: Prognosis of the German Bundesliga Objectives: Description of structures and rules of the German Bundesliga. Financial analysis of the German Bundesliga and her prognosis of selected values until the year 2020. Methods used: Financial analysis of absolutes, differentials and relations indicators. Prognostics smallest squares method in Microsoft excel - linear trend function through function forecast. Results: Summary the level of the financial performance based on the financial analysis and prognosis of selected values of the German Bundesliga until the year 2020. Key words: Bundesliga, football, financial source, club, financial analysis, prognostics

Thesis (M.A.)--Ball State University, 2009. / Title from PDF t.p. (viewed on July 12, 2010). Research paper (M.A.), 3 hrs. Includes bibliographical references (p. 108-113).

Background: Nowadays, football is much more than just a sport. In fact, football is a global industry contributing to many countries’ economic and social wealth. Football leagues are deeply involved in globalization processes and follow international marketing strategies while aiming for growth in foreign markets. In that context, it is essential for any football league to know its brand equity and the interest in the league in the desired market, to be able to make strategic decisions which lead to internationalization and marketing management success. Purpose: The purpose of this study is to examine the Brand Equity of the Bundesliga including Brand Interest. The current research extends Shuv-Ami's (2016a) market brand equity model within sport organizations with Machleit et al.'s (1990) concept of brand interest and is applied to the Bundesliga in the Swedish market. Research Question: What is the perceived Brand Equity including Brand Interest of the Bundesliga in Sweden? Methodology: The chosen approach for this study was a deductive approach with a theory and context extension of Shuv-Ami's (2016a) market brand equity model. A quantitative data collection through online survey was conducted and collected 805 survey answers from Swedish football fans which were used for the analysis. Conclusion: The findings showed that the perceived Brand Equity including the brand interest of the Bundesliga in Sweden was very positive. The Bundesliga was especially highly ranked in terms of Brand Knowledge, Brand Image, Brand Personality, Brand Satisfaction, and Brand Interest. Further, the proposed Brand Equity model including Brand Interest as a new variable has been successfully confirmed by this study as Brand Interest had been identified as a significant contributor to Brand Equity. Keywords: Brand Equity, Brand Interest, Bundesliga, Sports Marketing, Football, Brand Equity of a Football League, Football Marketing.

The purpose of this thesis is to investigate the levels of interdependency (simultaneity) between the performances of two direct opponents in professional football. More specifically, interdependency between performances is investigated at three different levels. Firstly, empirical analyses are conducted in order to assess the levels of interdependency between the performances of two teams in direct competition using team-game observations. Secondly, data on team formations and player starting positions within these formations is utilised in order to uniquely match individual players to a sole opponent on the field of play. Further empirical analyses are then conducted in order to investigate the levels of interdependency at this more isolated individual player level using player-game observations. Finally, an empirical investigation into the levels of interdependency between the performances of a positional unit (defence or attack) and their opposing team (as a collective) is conducted using positional unit-game observations. An exclusive and detailed data set ranging from the 2007-08 season to the 2010-11 season is utilised in order to estimate several production functions for teams, individual players and positional units competing in the German Bundesliga. The results in all empirical analyses confirm that the performance of the opponent is significant. At a team and positional unit level, no evidence is found to suggest that the performances of two direct opponents(s) are interdependent, however the results reveal that the recent past performances of the opponent(s) have a significant linear impact upon the performance of the subject. In particular, relative team form going in to a match is revealed to have a significant impact upon the performance of their opponent. At an individual player level, evidence is found to confirm that the performances of players in direct competition are interdependent thus supporting the sports economics theory of joint production. Specifically, the results reveal that the performances of defenders have a significant and negative impact upon the performances of their opposing attackers.