02.08.2026
Handelsblatt draws on sport management expertise from Tübingen
A recent article in the "Handelsblatt" on broadcasting strategies for the 2026 FIFA World Cup draws on the expertise from Tübingen.
Which role does the 2026 FIFA World Cup play in MagentaTV’s strategic positioning, and how significant are sports broadcasting rights in the competition for attention, reach and customer loyalty? A recent article in the “Handelsblatt” addresses these questions and other recent developments at the intersection of sport, media, and economics. Marcel Fahrner (Institute of Sports Science) contextualizes:
„Die Telekom, aber auch Amazon sind Anbieter, die ihr Sportangebot nutzen, um ihre eigentlichen Kernprodukte aufzuwerten und ihren Kunden einen Zusatznutzen zu bieten“, sagt Experte Fahrner. Der Wettbewerbsvorteil im Vergleich zu klassischen Medienanstalten: Die Sportrechte müssen nicht ausschließlich über Abos und Werbeeinnahmen refinanziert werden. Vielmehr investieren die Konzerne in ihre Markenbildung und Kundenbindung (…) Gleichzeitig zeige die umfangreiche Sublizenzierung an ARD und ZDF, dass die Kosten der Rechtepakete für ein einzelnes Medienunternehmen kaum mehr gestemmt werden könnten.
["Telekom and Amazon are among the providers that use their sports content to enhance their core products and provide added value to their customers. The competitive advantage over traditional media companies is that sports rights do not have to be refinanced solely through subscriptions and advertising revenue; instead, these corporations invest in brand building and customer loyalty. (…) At the same time, the extensive sub-licensing to ARD and ZDF demonstrates that the cost of the rights packages could hardly be borne by a single media company anymore."]
The article shows how closely recent developments in sport are linked to economic and strategic issues in corporate governance. The academic inquiry into these topics is a key part of research and teaching in sport management at the University of Tübingen.
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