This module provides a systematic understanding of the economic, political, and cultural frameworks of international sports markets. The focus is on internationalization strategies of sports organizations, comparison of global sports markets, and different ownership, investor, and governance models. Topics include market entry and expansion strategies, international competition dynamics, regulatory and political influences, culture-specific challenges, and international media, rights management, and licensing models. The module is complemented by an international learning environment (e.g., a study trip within Europe), offering practical insights into the decision-making, regulatory, and governance structures of leading sports institutions. Case studies and expert sessions develop the ability to critically analyze international expansion and cooperation strategies at the intersection of market, politics, and global sports governance.
- Explain and apply sports internationalization strategies and models to different markets
- Compare international sports markets regarding economic, political, and cultural conditions
- Analyze global ownership models and investor strategies, assessing their impact on clubs and leagues
- Understand governance & regulatory structures of international organizations such as FIFA, UEFA, IOC, or CAS
- Identify and critically evaluate political factors such as sportswashing, human rights issues and compliance risks
- Consider culture-specific challenges in global sports management
- Evaluate international media, licensing, and rights management models
- Analyze case studies of successful internationalization strategies and apply insights to own scenarios
- Derive key success factors for global partnerships and expansions
Dr. Christian Alfs
Dr. Christian Alfs is a freelance consultant for sports and real estate economics. Following his studies at Johannes Gutenberg University Mainz and the Frankfurt School of Finance & Management, he has specialised, among other areas, in economic aspects of major sporting events. Throughout his career, he has advised clients including the IOC, FIFA, UEFA, the Supreme Committee for Delivery and Legacy (Doha, Qatar), the Federal Government, and the DOSB. Currently, he advises the DOSB and the Federal Chancellery’s Project Group Olympia on financial matters and issues related to a potential German Olympic bid.