Publications

March 2023 (Revised May 2025)
Case

On

By: Ramon Casadesus-Masanell, Karolin Frankenberger and Sascha Mader

Founded in 2010, in just one decade, the Swiss company On had established itself as a main player in global sports footwear and apparel. Based on an unconventional strategy which one of the founders labeled as “obsessively distinct,” On grew its sales with a compound... View Details

February 2007 (Revised March 2007)
Case

Li Ning - Anything is Possible

A leading sporting goods company in China competes aggressively against global brands Nike and Adidas, with marketing strategies adapted to geographic segments. In the main cities, where competition takes place at a very conceptual level, Li Ning has chosen to adopt a... View Details

Keywords: Product Positioning; Competitive Strategy; Consumer Behavior; Global Strategy; City; Sports Industry; Sports Industry; China

June 2024 (Revised September 2024)
Case

Major League Baseball: Changing the Rules of America's Pastime

By: Stephen A. Greyser, Mac Levin and Brent Schwarz

This case describes the efforts of Major League Baseball (MLB) to make meaningful changes in the rules affecting the ways the game is played. These changes are intended to speed the pace of the game and make it more appealing to younger fans. The principal changes... View Details

Keywords: Change Management; Age; Games, Gaming, and Gambling; Leading Change; Organizational Change and Adaptation; Demand and Consumers; Sports Industry

December 2006 (Revised November 2008)
Case

The New York Jets--A West Side Story

In 2005, Jay Cross, New York Jets president, must decide how to proceed with finding a new home for the football team he heads after New York's Public Authorities Control Board rejects a $1.4 billion plan to build the New York Sports and Convention Center (NYSCC) on... View Details

Keywords: Buildings and Facilities; Investment; Negotiation Deal; Negotiation Process; Partners and Partnerships; Urban Development; Sports; Sports Industry; Sports Industry

September 2023 (Revised October 2023)
Case

Mohamed Salah

By: Anita Elberse and Taher El Moataz Bellah

In June 2022, Mohamed Salah, one of the world’s best soccer players, and his lawyer and advisor Ramy Abbas Issa were in ongoing discussions with top English Premier League club Liverpool FC about a new playing contract for Salah. Arguably the Arab world’s biggest... View Details

Keywords: Soccer; Football; Superstars; General Management; Sports; Entertainment; Media; Marketing; Strategy; Compensation and Benefits; Contracts; Negotiation Participants; Negotiation Process; Sports Industry; England

2013
Book

Blockbusters: Hit-making, Risk-taking, and the Big Business of Entertainment

By: Anita Elberse

What's behind the phenomenal success of entertainment businesses such as Warner Bros., Marvel Enterprises, and the NFL—along with such stars as Jay-Z, Lady Gaga, and LeBron James? Which strategies give leaders in film, television, music, publishing, and sports an edge... View Details

Find at Harvard

August 2014
Teaching Note

Peter Guber: The 'Me' vs. 'We' Brand

By: Stephen A. Greyser, William Ellet and Nelson Gayton

Well-known film producer Peter Guber must decide whether to commit to a time-consuming personal project. He is about to sign a contract for a business book in which he will share what he has learned in his long career. At the same time, he is keenly aware of problems... View Details

Keywords: Work-Life Balance; Entrepreneurship; Brands and Branding; Entertainment and Recreation Industry

August 2014
Case

Peter Guber: The 'Me' vs. 'We' Brand

By: Stephen A. Greyser, William Ellet and Nelson Gayton

Well-known film producer Peter Guber must decide whether to commit to a time-consuming personal project. He is about to sign a contract for a business book in which he will share what he has learned in his long career. At the same time, he is keenly aware of problems... View Details

Keywords: Work-Life Balance; Entrepreneurship; Brands and Branding; Entertainment and Recreation Industry

June 2002
Case

Vans: Skating on Air

By: Youngme E. Moon and David Kiron

Vans is best known for selling footwear and apparel to skateboarders, surfers, and other alternative sports athletes. In April 2002, Gary Schoenfeld, the CEO, is facing a number of challenges. With respect to footwear, he must decide what to do about two product lines... View Details

Keywords: Brands and Branding; Product Launch; Demand and Consumers; Product Development; Value Creation; Apparel and Accessories Industry; Retail Industry; California

February 2019 (Revised January 2021)
Case

Quiksilver Inc. and Oaktree Capital Management

By: Kristin Mugford and Mike Harmon

Sports lifestyle company Quiksilver filed for bankruptcy in September 2015. Oaktree is considering an additional investment in the company to facilitate the restructuring. Students must consider whether Oaktree should invest given the risks of the turnaround... View Details

Keywords: Bankruptcy; Bankruptcy Reorganization; Insolvency and Bankruptcy; Acquisition; Restructuring; Debt Securities; Transformation; Decision Making; Borrowing and Debt; Investment Return; Crisis Management; Negotiation; Retail Industry; Apparel and Accessories Industry; Consumer Products Industry; France; United States

March 2010 (Revised February 2013)
Case

NFL UK

By: Elie Ofek, David B. Godes and Peter Wickersham

The NFL faces a decision on how to continue efforts to grow its fanbase in the U.K. The decision needs to take into account lessons learned from previous NFL activities in Europe, market research on the U.K. sports fan, and the implications of any move on the U.S. fan.... View Details

Keywords: Cross-Cultural and Cross-Border Issues; Innovation and Invention; Brands and Branding; Marketing Strategy; Sports; Expansion; Sports Industry; Europe; United Kingdom; United States

March 2018 (Revised January 2020)
Supplement

STRIVR (B): Moving into the Enterprise

By: Rajiv Lal and Scott Johnson

STRIVR, a company focused on virtual reality training, has decided to shift focus from sports to enterprise customers. The change in strategy requires the CEO to solve a number of issues. The company initally offered training for hard skills, but clients have been... View Details

Keywords: Strivr; Virtual Reality; Soft Skills; Hard Skills; VR; Applications and Software; Market Entry and Exit; Business Strategy; Training; Sports; Technology Industry; Education Industry; United States

March 2021
Supplement

Sky Deutschland Analysis: Results

By: Felix Oberholzer-Gee, Sascha L. Schmidt, Renate Imoberdorf and Sebastian Koppers

Carsten Schmidt, CEO of Sky Deutschland, needs to prepare for the auction of German soccer rights. Much was at stake. Not only was soccer the most widely watched sport in Germany, the company had long advertised that only Sky showed “every game, every goal.” In... View Details

Keywords: Sports; Entertainment; Television Entertainment; Intellectual Property; Auctions; Bids and Bidding; Sports Industry; Sports Industry; Germany

October 2017
Case

LeBron James: Building a Hollywood Empire

By: Anita Elberse

It is June 2016. Superstar basketball player LeBron James and his childhood friend and business partner Maverick Carter are celebrating James’ third NBA championship. The duo will soon have to decide on a strategy for their media businesses—their film and television... View Details

February 2011 (Revised December 2012)
Case

Porsche: The Cayenne Launch

By: John Deighton, Jill Avery and Jeffrey Fear

Can an online discussion forum supply insight into the evolution of brand meaning? In 2003 Porsche launched a sport utility vehicle, dividing Porsche purists from newcomers to the brand. Vocal members of online and offline Porsche communities ridiculed the Cayenne SUV... View Details

Keywords: Knowledge Sharing; Knowledge Use and Leverage; Risk Management; Brands and Branding; Product Launch; Product Positioning; Social and Collaborative Networks; Auto Industry

December 2007 (Revised October 2008)
Case

Real Madrid Club de Fútbol in 2007: Beyond the Galácticos

By: Anita Elberse and John A. Quelch

On June 17, 2007, Real Madrid sealed its first Spanish league championship under new president Ramon Calderon, ending an unprecedented title drought. Real Madrid had seen a significant growth in revenues and now was the world's biggest soccer club and among the largest... View Details

Keywords: Talent and Talent Management; Risk Management; Brands and Branding; Marketing Strategy; Sports; Sports Industry

June 2001 (Revised March 2002)
Case

Ducati

Focuses on the turnaround and strategic repositioning of Ducati, an Italian maker of high-end sport motorcycles, and describes the current concerns with the growth prospects of the company. Federico Minoli, the CEO and strategic mind behind the turnaround, knew that... View Details

Keywords: Growth and Development Strategy; Competitive Strategy; Product Positioning; Management Teams; Brands and Branding; Motorcycle Industry

June 1999 (Revised August 2004)
Case

The National Hockey League's New Television Contract for 2004 and Beyond

By: Stephen A. Greyser and Elizabeth (Lisa) Smyth

The National Hockey League (NHL) has negotiated a new television contract at record rights-fee levels for hockey. The NHL will be shifting its principal television partner from Fox to ESPN/ABC. Students are asked to analyze the current and future contracts in terms of... View Details

Keywords: Budgets and Budgeting; Television Entertainment; Contracts; Marketing Communications; Agreements and Arrangements; Partners and Partnerships; Entertainment and Recreation Industry