This paper discusses the potential of popular US professional sports leagues expanding to the European and especially the German sports market with regard to the NBA, NFL, NHL and MLS. The unique characteristics of sports consumption and differences between US and European sports cultures and economics are taken into consideration.
Furthermore, earlier expansions by these leagues are explored. Due to the lack of sufficient scientific literature, two web-surveys were carried out in the United States and in Germany in order to collect primary data. Additionally, an expert interview was conducted.
Based on these data this paper presents recommendations on the following questions: Which league should expand to Europe? Which expansion strategies should be used? What are possible limitations and difficulties? Which areas need further research?
Table of Contents
- 1 Introduction
- 2 Structure of the Paper
- 3 Theoretical principles of sports consumption
- 3.1 The sports market
- 3.2 The sports product
- 3.3 The sports consumer
- 4 Current state of Research
- 4.1 US Sports and League Structures
- 4.2 Economics of US Sports in the United States
- 4.3 Previous and Actual Expansions of US Sports to Europe
- 4.4 Economics of US Sports in Europe and Germany
- 5 Web-Surveys
- 5.1 German Survey
- 5.1.1 Methodology
- 5.1.2 Results
- 5.2 US Survey
- 5.2.1 Methodology
- 5.2.2 Results
- 5.3 Limitations
- 5.4 Conclusions
- 5.5 Recommendations
- 5.1 German Survey
- 6 Possible Forms of Expansion
- 6.1 International Games
- 6.1.1 Possible Concepts
- 6.1.2 Limitations
- 6.2 New League Structures and Tournaments
- 6.2.1 Possible Concepts
- 6.2.2 Limitations
- 6.3 Merchandising
- 6.3.1 Possible Concepts
- 6.3.2 Limitations
- 6.4 Media
- 6.4.1 Possible Concepts
- 6.4.2 Limitations
- 6.1 International Games
- 7 Recommendations
- 8 Discussion
Objectives and Key Themes
This paper investigates the potential for popular US professional sports leagues (NBA, NFL, NHL, and MLS) to expand into the European, specifically German, sports market. It considers the unique aspects of sports consumption and the differences between US and European sports cultures and economics, analyzing previous expansion attempts. Primary data from web surveys in the US and Germany, along with an expert interview, inform recommendations on which league should expand, appropriate strategies, potential challenges, and areas needing further research.
- The cultural and economic differences between US and European sports markets.
- The feasibility of different expansion strategies for US sports leagues in Europe.
- Analysis of consumer preferences and interest in US sports leagues in Germany.
- Identification of potential limitations and challenges in European market entry.
- Recommendations for successful expansion strategies.
Chapter Summaries
3 Theoretical principles of sports consumption: This chapter lays the groundwork for understanding the sports market by defining key concepts. It explores the nature of the sports market itself, analyzing its structure and dynamics. The chapter then delves into the characteristics of the sports product, examining its unique features and how they differ from other consumer goods. Finally, it profiles the sports consumer, investigating their motivations, behaviors, and preferences. This provides a crucial theoretical framework for understanding the potential success of US sports leagues in Europe, highlighting the importance of understanding consumer behavior and market dynamics. The section on the sports product particularly emphasizes the intangible nature of sports events, impacting marketing and expansion strategies.
4 Current state of Research: This chapter reviews existing research on the US sports industry and its potential for international expansion. It begins with an examination of the structure and economics of US sports leagues, highlighting their unique characteristics. Then, it analyzes previous attempts by US leagues to expand into Europe, examining successes and failures. Finally, it addresses the economic realities of US sports in Europe and Germany, exploring the market's potential and challenges. This provides context for the subsequent chapters which explore new expansion approaches, utilizing the learned success factors and barriers to entry to predict future outcomes.
5 Web-Surveys: This chapter presents the findings from web-based surveys conducted in Germany and the United States, aiming to gauge public interest and attitudes towards the potential expansion of US professional sports leagues to Europe. The chapter meticulously details the methodologies employed in both surveys, ensuring the reliability and validity of the results. A comparative analysis of the German and US survey results highlights key similarities and differences in attitudes toward each league, providing valuable insights into consumer preferences. Furthermore, the chapter acknowledges the limitations of the surveys and offers recommendations based on the data gathered.
6 Possible Forms of Expansion: This chapter explores various potential strategies for US sports leagues aiming to expand their reach into the European market. It examines several avenues, including the staging of international games, the establishment of new league structures and tournaments, leveraging merchandising opportunities, and strategically exploiting media channels. For each strategy, the chapter presents potential concepts and analyzes their respective limitations, considering factors like financial viability, cultural acceptance, and logistical challenges. This structured approach allows for a thorough assessment of each option’s effectiveness in facilitating successful expansion into the European landscape.
Keywords
US professional sports leagues, European sports market, sports consumption, expansion strategies, market entry, cultural differences, economic factors, consumer preferences, web surveys, NBA, NFL, NHL, MLS, Germany.
FAQ: Analysis of US Professional Sports League Expansion into the European Market
What is the main topic of this paper?
This paper investigates the potential for popular US professional sports leagues (NBA, NFL, NHL, and MLS) to expand into the European, specifically German, sports market. It analyzes cultural and economic differences, previous expansion attempts, and consumer preferences to provide recommendations for successful expansion strategies.
What are the key themes explored in the paper?
Key themes include the cultural and economic differences between US and European sports markets; the feasibility of different expansion strategies; analysis of consumer preferences and interest in US sports leagues in Germany; identification of potential limitations and challenges in European market entry; and recommendations for successful expansion strategies.
What is the structure of the paper?
The paper is structured as follows: Introduction, Structure of the Paper, Theoretical principles of sports consumption, Current state of Research, Web-Surveys, Possible Forms of Expansion, Recommendations, and Discussion. Each section builds upon the previous one, moving from theoretical foundations to empirical findings and concluding recommendations.
What theoretical principles are discussed regarding sports consumption?
The paper explores the sports market's structure and dynamics, characteristics of the sports product (emphasizing its intangible nature), and the sports consumer's motivations, behaviors, and preferences. This framework is crucial for understanding the potential success of US sports leagues in Europe.
What is the current state of research regarding US sports expansion into Europe?
The paper reviews existing research on the US sports industry and its international expansion attempts. It examines the structure and economics of US sports leagues, analyzing previous expansion efforts into Europe, including successes and failures, and the economic realities of US sports in Europe and Germany.
What methodology was used to gather data?
The primary data comes from web-based surveys conducted in both Germany and the United States to gauge public interest in the potential expansion of US professional sports leagues. The paper details the methodologies used to ensure the reliability and validity of the results.
What are the key findings of the web surveys?
The web surveys compare German and US attitudes towards each league, highlighting similarities and differences in consumer preferences. The results provide valuable insights into consumer preferences and inform the recommendations for expansion strategies. The limitations of the surveys are also acknowledged.
What possible forms of expansion are explored?
The paper explores various potential expansion strategies, including international games, new league structures and tournaments, merchandising opportunities, and strategic use of media channels. Each strategy's potential concepts and limitations are analyzed, considering financial viability, cultural acceptance, and logistical challenges.
What are the key recommendations of the paper?
The paper offers recommendations on which league should expand, appropriate strategies, potential challenges, and areas needing further research, all based on the theoretical framework, existing research, and primary data from the web surveys.
What are the keywords associated with this research?
Keywords include US professional sports leagues, European sports market, sports consumption, expansion strategies, market entry, cultural differences, economic factors, consumer preferences, web surveys, NBA, NFL, NHL, MLS, and Germany.
- Quote paper
- Manuel Jakab (Author), 2015, Potential of popular US Professional Sports Leagues/Franchises Expanding to the European Sports Market, Munich, GRIN Verlag, https://www.grin.com/document/1137603
