Strategic Equity Partnerships in Professional Football Evidence on Stakeholder Attitudes for the Case of the German Bundesliga

The study explores the underlying motives and processes why and how corporate sponsors and professional football clubs in Germany enter into an additional share deal given the contradictory nature of corporations (monetary driven) and football clubs (maximising sporting success while operating in economic equilibrium).

The study explores the underlying motives and processes why and how corporate sponsors and professional football clubs in Germany enter into an additional share deal given the contradictory nature of corporations (monetary driven) and football clubs (maximising sporting success while operating in economic equilibrium). This work aims to generate theory within the specific field of professional football and to provide recommendations for action.