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Inovation and Optimization of Commercialization Path for Professional Sports Clubs: Analysis Based on Successful European Football Cases

In: Proceedings of the 2025 5th International Conference on Enterprise Management and Economic Development (ICEMED 2025)

Author

Listed:
  • Haokang Wu

    (Central South University, Physical Education, Teaching and Research Department)

Abstract

With the reconstruction of the global sports industry competition pattern, traditional income cannot meet the strategic goals of sustainable development of professional sports clubs. Therefore, professional sports clubs are shifting towards a diversified revenue strategy, breaking through the barriers of traditional professional sports club revenue, and actively exploring new profit paths. This study is based on the European professional football club Real Madrid (2010, 2024) as a case study, analyzing how it breaks through traditional income barriers and innovates and optimizes in diversified business paths, providing reference for the commercialization development of other professional sports clubs. Research has found that Real Madrid has achieved a qualitative change in its revenue structure through a “three-dimensional collaboration” model. Future professional sports clubs need to build an innovative ecosystem of “technology empowerment data-driven ecological collaboration”. This study provides a theoretical framework and practical paradigm for the digital transformation of professional sports clubs, helping them break through the “trap of traditional income”.

Suggested Citation

  • Haokang Wu, 2025. "Inovation and Optimization of Commercialization Path for Professional Sports Clubs: Analysis Based on Successful European Football Cases," Advances in Economics, Business and Management Research, in: Prasad Siba Borah & Norhayati Zakuan & Nazimah Hussin & Azlina Binti Md Yassin (ed.), Proceedings of the 2025 5th International Conference on Enterprise Management and Economic Development (ICEMED 2025), pages 209-216, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-811-0_22
    DOI: 10.2991/978-94-6463-811-0_22
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