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Wettbewerbspolitische Analyse der Vergabe von TV-Rechten an der Fußball-Bundesliga

Wettbewerbspolitische Analyse der Vergabe von TV-Rechten an der Fußball-Bundesliga

          
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About the Book

Studienarbeit aus dem Jahr 2010 im Fachbereich VWL - Wettbewerbstheorie, Wettbewerbspolitik, Note: 1,3, Helmut-Schmidt-Universität - Universität der Bundeswehr Hamburg, Sprache: Deutsch, Abstract: Fußball ist der Deutschen liebstes Kind und rangiert weltweit unter den meist gespielten Sportarten überhaupt. Neben dem Breitensport zieht insbesondere der Profi-Fußball alleine deutschlandweit mehrere Millionen Fans und Zuschauer in seinen Bann. Auf den ersten Blick ist auch für Nicht-Ökonomen zu erkennen, dass es sich bei der Vermarktung des Fußballs um einen milliardenschweren, wettbewerblichen Markt handelt. Ein beachtlicher Anteil wird dabei durch die Veräußerung der TV-Rechte erzielt, welche mit 412 Mio. knapp 30% des Gesamtumsatzes aller Bundesligaclubs ausmachen. Durch die Liberalisierung des TV-Marktes ab Mitte der 80er Jahre änderte sich die bis dato bestehende duopolistische Marktstruktur durch den Eintritt vieler privater Fernsehanstalten. Mittels dieser geänderten Marktbedingungen stiegen die Preise für TV-Rechte rasant und es tauchte fortan immer wieder die Frage nach der Zulässigkeit des zentralen Vergabeprocedere des DFB bzw. seit der Saison 2001/2002 der DFL auf. Unbestritten ist, dass angebotsseitig das Rechte-Monopol der DFL in Form eines Syndikates besteht. Durch die verbandsmäßigen Strukturen und Abhängigkeit von der DFL bzw. dem DFB sowie durch die Einführung einer zentralen Verkaufsorganisation ist das organisierte Kartell gegen Substitution und auch insbesondere gegen Cheating einzelner Wettbewerber abgesichert. Dieses von der DFL geführte Kartell bietet berechtigterweise immer wieder Zündstoff für neue ökonomische und juristische Diskussionen. In folgender Seminararbeit steht daher die Analyse eben jener wirtschaftlichen Folgen einer Zentralvermarktung im Mittelpunkt. Zu Beginn werden die Charakteristika der beiden Vermarktungsstrategien kurz skizziert, ehe beide Strategien auf ihre unterschiedlichen Marktergebnisse sowie die Ligaausgeglichenhei


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Product Details
  • ISBN-13: 9783640912094
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3640912098
  • Publisher Date: 18 May 2011
  • Height: 210 mm
  • No of Pages: 30
  • Series Title: German
  • Weight: 54 gr


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