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Published by:
WHU - Otto Beisheim School of Management (2018)
21 pages
Data source:
Field research


In 2018, FC Schalke 04, one of the most prestigious football clubs of the German Bundesliga, was planning the future of its eSports engagement, which had been initiated just two years before as part of a diversification strategy to develop new commercial streams beside the core football business. Thus far, this engagement entailed teams in League of Legends (LoL), FIFA and Pro Evolution Soccer (PES). The first two teams had faced challenges sport-wise, but particularly in terms of monetization. Therefore, key decisions had to be made. The first decision related to a request from ALPHA INVESTMENT. The venture capitalist was interested in negotiations to purchase FC Schalke 04's EU LCS LoL spot for the 2019 season. The second decision concerned a potential FC Schalke 04 FIFA youth academy. This could help to increase sportive success in the future and serve as a potential revenue source through the sale of promising talent to other FIFA teams.


Strategy; Management; Internationalization; Digitalization; eSports; Football; Operation management; Sport management; Dynamic environment; Leadership; Entrepreneurship; Diversification
> 1bn
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