André Bühler

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André Bühler (born November 13, 1975 in Geislingen an der Steige ) is a German economist and sports economist . He is professor of marketing and sports management at the Nürtingen-Geislingen University of Economics and Environment (HfWU) and is also director of the German Institute for Sports Marketing. He is also an elected member of the advisory board of VfB Stuttgart 1893 eV

Live and act

After graduating from high school in Eislingen / Fils and training as a bank clerk at Sparda-Bank Stuttgart eG, Bühler studied business administration at what was then the Nürtingen University of Applied Sciences. From 2003 to 2006 he lived in England, where he wrote a doctoral thesis in football management at the University of Plymouth. In 2006 he received his Doctor of Philosophy (Ph.D.) doctorate there with the thesis "Professional Football Sponsorship in the English Premier League and the German Bundesliga".

From 2006 to 2008, Bühler was a lecturer in management and marketing as well as a research and scholarship consultant at the Heidelberg Business Academy. He then moved to the international sports research consultancy IFM Sports in Karlsruhe, where he acted as head of the market research department. In 2009, he was finally offered the professorship of Sport and Event Management at the Macromedia University for Media and Communication in Stuttgart.

In 2012, Bühler founded the German Institute for Sports Marketing together with Gerd Nufer , which they both have managed together since then. In 2013, Bühler was appointed to the professorship for marketing at the Nürtingen-Geislingen University of Economics and Environment. Since 2014 he has also been the dean of studies for the part-time master's degree in process management and as the academic director of two part-time MBA programs in sports management.

Bühler is u. a. Co-editor of the book series “Sportmanagement” in Berlin's Erich Schmidt Verlag, member of the editorial board of the scientific journal “Sciamus - Sport und Management” and reviewer for international specialist publications such as the “International Journal of Sports Marketing & Sponsorship” and “Marketing Review” St. Gallen". He is also a member of the “Arbeitskreis Sportökonomie eV” and the “Association for Sports Economics and Sport Management in Germany”.

In the research area of ​​sports marketing, Bühler is primarily concerned with the brand management of sports clubs, sports sponsorship, social media marketing and the consumer behavior of sports fans. In various interviews, he also affirmed the fundamental need for the commercialization of sport, but at the same time criticized the excessiveness of some sports organizations. As a result, he calls for "a new ethic of sports commercialization," which he describes as follows:

“A new ethic of sports commercialization means that commercialization is first of all accepted as a necessary component of modern professional sport and that sports organizations have the right to market themselves as best they can. At the same time, however, it also means that the sports organizations have the duty to deal responsibly with this right and also observe the idea of ​​fairness that they demand on the field when generating income outside of it. That in one case or another it is better to forego the quick money and rather invest in long-term credibility. Because, in my opinion, the credibility of a sports organization will be the greatest asset in marketing in the future. "

- André Bühler : Stuttgarter Zeitung, February 4, 2015

Together with Claus Vogt , Bühler founded FC PlayFair in 2017! Association for Integrity in Professional Football V., of which he was 2nd chairman until 2018. With the for FC PlayFair! "Situation analysis professional football 2017" carried out, he also acted as the author of the largest scientific study to date in German professional football.

In December 2017, Bühler was elected by the general assembly of VfB Stuttgart 1893 eV to the nine-member advisory board, in which he and two other advisory board colleagues represent the "economy and society" pillar.

In May 2020, Bühler caused a stir in the media with two scientific articles on the problems that were then openly exposed at German professional football clubs. In one article he explained the "phenomenon of rat races in German and European professional football" which is responsible for the problems, and in another both the symptoms of a "systematic market failure in professional football" and essential solutions to these problems.

Publications

Bühler is the author of numerous articles and essays in national and international specialist magazines as well as the author and editor of seven textbooks in the fields of sports management and sports marketing, including "Management in Sports" and "Marketing in Sports", two standard works of German sports economics.

  • Gerd Nufer, André Bühler: Event Marketing in Sport and Culture: Concepts - Case Studies - Trends . Erich Schmidt Verlag, Berlin 2015, ISBN 978-3-503-15894-2 .
  • André Bühler, Gerd Nufer (Ed.): International Sports Marketing: Principles and Perspectives . Erich Schmidt Verlag, Berlin 2014, ISBN 978-3-503-14141-8 .
  • Gerd Nufer, André Bühler (Hrsg.): Marketing in Sport: Basics and trends of modern sports marketing . 3. Edition. Erich Schmidt Verlag, Berlin 2013, ISBN 978-3-503-14119-7 .
  • Gerd Nufer, André Bühler (Hrsg.): Management in Sport: Business Basics and Applications of Modern Sport Economics . 3. Edition. Erich Schmidt Verlag, Berlin 2012, ISBN 978-3-503-14119-7 .
  • André Bühler, Gerd Nufer (ed.): Relationship Marketing in Sports . Routledge, London 2009.
  • Gerd Nufer, André Bühler (Ed.): Management and Marketing in Sport: Business Basics and Applications of Modern Sport Economics . Erich Schmidt Verlag, Berlin 2008, ISBN 978-3-503-11007-0 .
  • André Bühler: Professional Football Sponsorship in the English Premier League and the German Bundesliga . Dissertation.de, Berlin 2006, ISBN 978-3-866-24177-0 .

A complete list of publications can be found on the website of the German Institute for Sports Marketing.

Web links

  • André Bühler on the website of the German Institute for Sports Marketing
  • André Bühler on the website of the Nürtingen-Geislingen University of Economics and Environment

Individual evidence

  1. ^ Profile André Bühler . on the website of the Nürtingen-Geislingen University of Economics and Environment. Accessed October 8, 2015.
  2. ^ Association advisory board of VfB Stuttgart 1893 eV . on the website of the VfB Stuttgart website. Accessed June 29, 2020.
  3. ^ Profile André Bühler . on the website of the Nürtingen-Geislingen University of Economics and Environment. Accessed June 29, 2020.
  4. ^ Profile André Bühler . on the website of the German Institute for Sports Marketing. Accessed October 8, 2015.
  5. ↑ radio show SWR1 people . Interview with Prof. Dr. André Bühler, June 12, 2014.
    It's scandalous how the sponsors cuddle . Interview with Prof. Dr. André Bühler, Stuttgarter Nachrichten, June 25, 2014.
  6. ↑ No advertising for the sport . Interview with Prof. Dr. André Bühler, Stuttgarter Zeitung, February 4, 2015.
  7. ↑ Situation analysis professional football 2017 . FC PlayFair! Website. Accessed June 29, 2020.
  8. ^ Association advisory board of VfB Stuttgart 1893 eV . on the website of the VfB Stuttgart website. Accessed June 29, 2020.
  9. ↑ Will the "rat race" in the Bundesliga continue after Corona? . Bundesliga background, SWR Sport. 5th May 2020.
  10. ↑ NachSPIELZEIT series of publications . Website of the German Institute for Sports Marketing. Accessed June 29, 2020.
  11. ^ Profile André Bühler . on the website of the German Institute for Sports Marketing. Accessed October 8, 2015.
personal data
SURNAME Bühler, André
ALTERNATIVE NAMES Bühler, André Wolfgang; Bühler, A.
BRIEF DESCRIPTION German economist and sports economist
DATE OF BIRTH November 13, 1975
PLACE OF BIRTH Geislingen an der Steige