André Bühler could actually treat himself to a little satisfaction. Years ago, as head of the German Institute for Sports Marketing and Professor of Marketing at the Nürtingen-Geislingen University of Economics and Environment, he supervised a study that included everything that is currently dominating the debate in the Bundesliga: the controversy about player salaries Discussion about the alienation of football fans from the product, the unequal competition, the economic imbalance of many professional clubs.
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Back then, the study was “ridiculed and discredited” on behalf of the FC PlayFair fan club, Bühler told SPIEGEL. Today, much of the study can be found in what DFL managing director Christian Seifert gave football as homework for the future. If the German Football League said in its statements about restarting the league that football must think and act more sustainably and down-to-earth in the future, this could also be quotations from the press release from FC PlayFair at that time.
As a marketing expert, Bühler currently has a lively field of activity with the Bundesliga. How the restart is marketed, with all its strengths and weaknesses, is also illustrative material for science. “Selling the league, that is, selling emotions, is a total package” – this without spectators in the stadium, without mood – that is a challenge. The unique selling point helps her.
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