Robert AtzlerDie Bewertung von Fußballspielern und deren Bedeutung für den Wert von Fußballvereinen
Dargestellt am Beispiel des Spielertransfers von Cristiano Ronaldo zu Juventus Turin
Studienpreis der Fachhochschule Erfurt 2019
Sportökonomie in Forschung und Praxis, volume 23
Hamburg 2020, 172 pages
ISBN 978-3-339-11792-2 (print) |ISBN 978-3-339-11793-9 (eBook)
About this book deutschenglish
The 10th of July 2018: That day, Juventus Turin officially announced Cristiano Ronaldo’s signing. According to their own statements, a transfer fee of totalling 112 million euros including dues was paid for this player transfer. In addition, there is an annual net salary, which is reported to be 30 million euros.
The transfer of Cristiano Ronaldo to Juventus attracted enormous attention and was discussed several times. A year before the signing it was reported that such a business would never be worthwhile. But the view that it is a good business and a missed opportunity by the competitors is also represented. Ronaldo himself is also seen as an economic factor. Money from merchandising and sponsoring, for example, plays a very large role in the decision for this transfer. Are economic and strategic aspects in the foreground?
The development of football and the discussions about Ronaldo’s transfer gave the author reason to deal with various questions. Does a football club pursue sporting or economic goals? How can football players be valued in principle? What influence do they have on the corporate value of a football club? These questions are analyzed and answered in the context of this work. Moreover, the transfer of Cristiano Ronaldo to Juventus Turin is examined in closer detail. Possible effects of the player transfer will be reviewed.
This is followed by a valuation by assumptions based on media reports as well as data from annual reports, the football database „Transfermarkt“, stock exchange prices and developments in social networks. Finally, the question should be clarified whether and under what conditions this business economically made sense for Juventus Turin.
Keywords
AblösesummeBewertung von FußballspielernChristiano RonaldoFußballFußballvereinJuventus TurinKapitalkostenMarktwertRechnungswesenSocial MediaSpielertransferSportwissenschaftTransfermarktUnternehmensführungIhr Werk im Verlag Dr. Kovač
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