English   Danish

2010/2011  BA-HA_E68  Sports Economics

English Title
Sports Economics

Course Information

Language English
Point 7,5 ECTS (225 SAT)
Type Elective
Level Bachelor
Duration One Quarter
Course Period Autumn . Second Quarter . Spring
Pending schedule: Teaching: Wed.: 11.40-15.10, week: 44-48 Exercises: Wed.: 11.40-16.05, week: 43, 49 This course will also be offered in Spring 2012
Time Table Please see course schedule at e-Campus
Study Board
Study Board for BSc in Economics and Business Administration
Course Coordinator
  • Troels Troelsen - Department of Operations Management
Secretary Pernille Nielsen - pen.om@cbs.dk
Main Category of the Course
  • Marketing
  • Globalization, International Business, markets and studies
  • Experience economy and service management

Taught under Open University-Taught under open university.
Last updated on 29 maj 2012
Learning Objectives
Requirements to receive the grade 12 in relation to the overall learning objectives and goals.
12 shall be awarded for an excellent performance displaying a high level of command of all aspects of the relevant material, with no or only a few minor weaknesses. The following requirements state which cognitive and skill-based goals the student needs to demonstrate at the exam to receive the grade 12. Knowing the peculiarities of the sports industry in relation to other industries and the experience industry described in the context of the course.
  • Knowledge and understanding of the models, theories and concepts presented in the course
  • To be able to identify, analyze and operationalize central problems in the sports industry by applying the models, theories and concepts presented in the course.
  • After having completed the course the students should be able to describe the theories and models that are taught in the course as described in the course content and the personal competences.
As the course will be taught in English a good understanding of verbal and written English is a necessity. Basic understanding of managerial economics incl. cost theory, demand and market structure is essential.
Written Mini Project in English
Exam Period Winter Term

The Examination has to provide the documentation for the assessment and to uncover to which extends the student can fulfill the learning objectives of the course. The assessment is based on an overall evaluation of the students performance, which consider the extend of fulfilling the learning objectives and the number and the essence of the weaknesses.
The examination comprises of a written mini project in English. The title for the mini project must be approved by the lecturer well before the deadline for hand in. Each student writes a home assignment (= mini-project) of 12 pages. The details on the mini project are stated in the study material. If the mini-project is handed in by 2 or 3 (max.) students together, each contribution must be individualized so the grading can be individually. The mini project counts for 100% of the final mark and there is no oral presentation or oral defence.
Students writing bachelor thesis in this course must also hand in a separate mini project.
Autumn: Week 50, Dec. 17, 2010 (tentative, for details se study material on SiteScape)
Exam aids: Exam is a written home assignment, ideal 12 pages = mini-project. To be applied as sources are: Primary and secondary readings from the curriculum, presentations from the lectures, further scientific papers and text books, electronic sources, media etc.
Course Content

The sports industry has grown to one of the largest industries in the modern society. This sector is in many aspects different from other industries. The aim is to give the students an understanding of the individual interests and deliveries by the different independent but strongly networked stakeholders in relation to the impacts of sports on the society.

1. Sport business in context(3 lectures, 1 case leaning session).

The course gives an insight into the impact of sports activities (events, professional sports and recreational sport) on society such as economics, health, branding, social capital and values.
The stakeholders in the sports industry, the peculiarities of sports as a product and as an industry and the economical challenges and rationales facing the global stakeholders today in the sports industry analyzed by various models.

The impact of events on the society, mega sports events, application, cost benefit analysis et al.
2. Sports, finance and accounting (2 lectures, 1 case learning session)

Finance and accounting applied to managerial control of sport organizations. Different forms of ownership, financial analysis, facility financing, feasibility studies and the value of franchises and leagues.

3. Sports marketing and branding(2 lectures, 1 case learning session).

Sponsoring and marketing theory applied to sports organizations. Sponsorships, sport consumer behavior, endorsement, marketing communications, price settings et al.

The course’s development of personal competences:

  • identify, analyze and discuss problems and challenges in the sports industry and apply relevant theory and methods in the proposed solution.
  • present the above proposed solutions as well orally as in a written form and to collaborate in groups when identifying, analyzing and discussin
Teaching Methods
30 lessons comprising of:
A: 7 x lectures each of 3 hours (=21h) – one class for all students (usually 150+ students)
B: 3 x active learning each of 3 hours (=9h), Case solving and theory sessions. The cases originate from the international sports industry applying the theories. When the class is larger than 70 the class will be split up in 2-3 classes for the work shops– but only for the active learning sessions.
C: Optional field visit(s) to study a sports event or an important sports match.

The course recommends active class participation in the lectures to optimize the outcome and require class participation in the 3 active case learning sessions including discussions and oral presentations by the students of specific models and articles in groups. For further info see study material. The 3 case solving sessions are evaluated by former students as an extraordinary efficient method to relate theory to the challenges in the specific industries.

Recommended literature (indicative, the full and final curriculum is listed in the study material):

The overall textbooks:

SM:“The business of SPORT MANAGEMENT” by John Beech & Simon Chadwick- ISBN: 0273682687.(the price on this book is about DKK 600) Student study copies are available at the CBS library – but there’s never enough!
SE: “Sports Economics, theory, evidence and policy” by Paul Downward, Alistair Dawson and Trudo Dejonghe – ISBN: 978-0-7506-8354-8, Elsevier 2009, . Chapters 7, 8, 9, 10, 11

Additionalprimary readings and curriculum (changes might occur):

“The Peculiar Economics of professional Sports A contribution to the Theory of the Firm in Sporting Competition and Market Competition”, Walter C. Neale, The Quarterly Journal of Economics, vol. 78, February 1964, no. 1. Go to www.cbs.dk/ click “library” / click “search the library”, search on the title “Quarterly Journal of Economics”, click on the correct title, chose the electronic journal (the link underneath the text), click on ” Vol. 71-80(1957 – 1966)”, click on “ No. 1, Feb., 1964, pp. 1-180”, scroll to page 1-14 and choose the link.

“Sports League Design”, May 2008. To be uploaded at SiteScape at course start.

“The Consequences of an open Labor Market in a closed product market”, Trudo Dejonghe and Wim van Opstal, Dec. 2008, Download from http://ideas.repec.org/p/spe/wpaper/0830.html

“A stakeholder approach of football clubs governance”, Benoit Senaux, Ph.D Candidate Sports Business. Available on SiteScape at course start.

“The need of Competitive Balance in European professional soccer”, by Troels Troelsen, EASM 2006 and ATNIER 2006. To be uploaded at SiteScape.

"White Paper on Sport." Commission of the European Communities (2007): 1-20. 18 July 2007.


“Dream Society”, Rolf Jensen, The Futurist, Washington, May/June 1996. To be uploaded at SS.

“Welcome to the next Generation Sponsorship”, Richard Gillis, Sports Business International, May 2006.

“Evaluate this”, Sports Business International, no.129, November 2007

“UEFA Financial Report 2007/08” or latest report. www.uefa.com/uefaorganisation/finance

“UEFA Solidarity Payments 2007/08” or latest report. www.uefa.com/uefaorganisation/finance

“Deloitte Football Money League 2007” or latest report, Download by entering www.deloitte.com, and search by title to register for a copy which will be sent to your email.

The Economics of Television Sports Rights”, Harry Arne Solberg, Norsk Medietidsskrift 2002, issue 2