Due to the acquisition of 9,1% of the shares of the FC Bayern München AG by the Audi AG the German record champion has already established the second sponsoring partner as a strategic investor. In the course of an on-going commercialization in sports and a reorganization of numerous clubs in public companies the FC Bayern München seems to be only a prominent forerunner of this development. In this context the question of the value of professional sport clubs especially with respect to strategic acquisitions becomes increasingly relevant.
The survey by Thomas Ehemann and Niels Gronau gives an overview on the investments in sports and describes especially the evaluation methods to examine the true value of these strategic investments. Thereby the brand value is in the focus of attention.