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Sven Jungha­gen

Associate Professor

Subjects
Management Leadership Strategy

Primary research areas

Sports Management and Governance

My research examines various aspects of sports management, such as sponsorship relations, stakeholder management, and sports governance. I evaluate how sponsorship, incentives, and power affect accountability, integrity, and performance in clubs, leagues, and sport governing bodies.

I look for ways for sports to win in the market, without losing their soul

Sports have always been an integral part of my life, both as an active athlete and as a spectator. In the later part of my life, I am also engaged in sports governance and sports coaching. This hands-on experience with the sports sector has triggered my interest in understanding the managerial peculiarities that can be found in the sports sector. 

Sports has developed from being a pure leisure activity based on amateur ideals to a highly commercialised industry. Besides the core activity - sports events - there is a massive industry supplying the sports sector with material and other industries investing in sports properties in order to associate themselves through sponsorships. 

However, sports have a unique position in society as a public good. A vast majority of sports activities are still carried out on a grassroots level, creating meaningful leisure time for youth and promoting public health.  

From a normative viewpoint, what I find interesting is how sports can continue to be a strong commercial activity without compromising on the integrity of sports, to not lose the inherent soul – to serve as a public good. 

Recent research projects

Multi-Club ownership in professional football

A trend in professional football is Multi Club Ownership, creating football corporations. Since football clubs are not profit generators, I study synergy effects that can justify the investments.

Sponsorships in commercial immaturity

A lot of sponsorships do not have the immediate exposure potential for sponsors, especially in commercially immature contexts. I study how value is co-created in sponsorship dyads in these contexts.

Integrity in Sports Governance

Sports organised in a federated model threatened by ongoing commercialisation. Governing bodies, protecting the integrity of the sport, are now commercial partners, creating a tension which I unfold