1204 Internationalization in Professional Soccer
Assoz.Prof. PD Dr. Jakob Müllner, Univ.Prof. Dr. Jonas Puck
Contact details
  • Type
  • Weekly hours
  • Language of instruction
09/15/20 to 09/30/20
Registration via LPIS
Notes to the course
Subject(s) Bachelor Programs
Day Date Time Room
Tuesday 10/06/20 04:00 PM - 08:00 PM D4.0.019
Tuesday 10/13/20 04:00 PM - 08:00 PM D4.0.019
Tuesday 10/20/20 04:00 PM - 08:00 PM D4.0.019
Tuesday 11/24/20 09:00 AM - 01:00 PM TC.4.18
Tuesday 12/01/20 09:00 AM - 01:00 PM TC.4.18
Tuesday 12/15/20 09:00 AM - 01:00 PM TC.4.18
Tuesday 12/22/20 09:00 AM - 01:00 PM TC.4.04

Procedure for the course when limited activity on campus

The course is designed in a hybrid mode. This means that physical presence AND online participation will be possible. If the situation does not allow physical presence, we will change to distance mode entirely (Plan B).


This course focuses on the internationalization of professional sports as a particular international business context. Students work on a practitioner project, conduct a theory-based analysis and present their strategies in front of practitioners.

In addition, we discuss related research on sports and business. We discuss internationalizations of soccer on three different dimensions. First, we address internationalization within clubs, with a specific focus on the challenges and opportunities stemming from increased diversity and adjustments to foreign contexts. Second, we address internationalization across professional sports clubs and analyze the potential and challenges of internationalization along the value chain. Third, we analyze the international dimension of international sports events, such as world championships in different sports.

After the introductory sessions, we invite practitioners to provide insights into soccer business. Classes will be held in a synchronous hybrid mode with students either participating virtually or physically. Please refer to syllabus for detailed information on each class.


Learning outcomes

· learn to analyze internationalization opportunities and challenges in professional sports;

· learn to provide recommendations for the internationalization in professional sports;

· learn to analyze international competition to learn for a home-market;

· improve their skills to work in teams;

· improve their presentation skills and

· improve their skills to discuss, defend, and develop their own work in discussions

Attendance requirements

Generally, students must attend all sessions and arrive on time for all sessions (digitally or physically). However, students may miss a maximum of one sessions, bearing in mind that participation points cannot be gathered in case of absence.

Teaching/learning method(s)

· This course uses a combination of different online teaching methods, such as

  • Practitioner project (group)
  • Online lectures
  • Online practitioner content
  • Online coaching

Generally, students must participate in all online activities.

Prerequisites for WU students: completed course 1 (Foundations) and course 2 (Applications).


Group project

  • Interim presentation                                                    20%
  • Final presentation                                                       60%


  • Multiple choice test                                                    20%

Prerequisites for participation and waiting lists

Pre-requisites for WU students: completed course 1 (Foundations) and course 2 (Applications )

Availability of lecturer(s)

Jakob Müllner


Detailed description

Group projects (group task)

Students are assigned randomly to five groups working competitively on different business cases. Students conduct research with and for our corporate partners Austria Wien.

Specifically, students will work on an international sponsoring project, collecting, analyzing and preparing materials on international sponsoring relationships in the primary European leagues of footballs. In the winter term 2020, student projects address the topic “Soccer sponsoring post Covid-19”. More specifically, students work in five groups to conduct a three-part analysis on two levels of inquiry:

1) Macro- or industry level

a. Quantitative analysis of changes in Sports sponsoring in European leagues

i. Industry changes post Covid-19 (“Who are new sponsors?”)

ii. Geographic changes post Covid-19 (“Where are new sponsors from?”)

b. Qualitative research on innovative forms of sponsoring in sports during the Covid-19 pandemic (“New ways of sponsoring”)

2) Micro- or client level

a. Update existing data on sponsoring in European leagues

b. Develop a decision model to select suitable sponsor for Austria Wien using hard data (e.g. outreach/cost of sponsoring)

c. Use decision model to create a short-list of 10 high potential sponsors and 3 top picks

d. Conduct research on top-pics to develop possible acquisition and sponsoring concept

Grading criteria for presentations of group projects:

· Analytical rigor                                                          40%                

· Data support for business case                                    40%                

· Professionalism in Presentation                                  10%                

· Creativity                                                                    10%                

Online multiple choice test (individual task)

Students will complete an online multiple choice test after Easter on the learn@wu platform. The basis for the questions are the compulsory readers.

Unit details

Unit Date Contents
1 06.10.2020

Introduction to course and topic

· Administration

· Intro: Sports, science & Academia (Jakob Müllner)

· Guest Talk t.b.a.

2 13.10.2020

Basics of Soccer Internationalization

  • Welcome Note Austria Wien, Markus Kraetschmer
  • Lecture: Internationalization in Soccer (Jonas Puck)
3 20.10.2020

Initial Coaching

Academic coaches: Jonas Puck & Jakob Müllner

Practitioner coach: Alexander Munda

Students should provide a brief, 5 minute overview of their planned analytical approach. In addition, students should use this coaching to clarify questions with Austria Wien and make data inquiries, if needed.

4 24.11.2020

Guest talk session I

Guest speakers: t.b.a.

5 01.12.2020

Guest speaker session II

Guest speaker t.b.a.

6 15.12.2020

Final Coaching

Instructors:                                    Jakob Müllner & Jonas Puck

Students should present first draft of their final presentation and discuss with supervisors.

7 22.12.2020

Touch-down event

We plan to hold the touch-down presentation event at our corporate Partners Austria Wien. The event will be held virtually if Covid-19 the situation changes.

Touch-down event:               Tue     22.12.2020             09:00 - 13:00

Competitive group presentations

Academic faculty:                        Prof. Jonas Puck & Dr. Jakob Müllner,

Company representatives:           Markus Kraetschmer & Alexaneder Munda

Location:                                       Generali Arena

Last edited: 2020-09-15