In 2010, FC Bayern München, one of the world’s most successful soccer clubs, had just finished a successful season from a commercial perspective as well as on the field. With regard to its digital ser-vice portfolio, FC Bayern München had successfully established digital content distribution and an ecommerce platform. However, European competitors already had attracted large crowds on social media platforms, such as Facebook or Twitter. It was unclear how social media would contribute to the digital strategy. In this fictitious case, a board meeting needs to be prepared, in which the digital roadmap for the future has to be decided upon. This teaching case helps to understand how value can be generated through the use of social media using the example of a soccer club. It further illustrates the importance of considering a club’s or company’s values when launching a social media campaign, and points out that successful social media usage is more than just opening up Facebook and Twitter accounts.
Wulf, Jochen; Söllner, Matthias; Leimeister, Jan Marco; and Brenner, Walter, "FC Bayern München Goes Social - The Value of Social Media for Professional Sports Clubs" (2015). ECIS 2015 Completed Research Papers. Paper 207.