Winning in Europe: International Strategies for Hungarian Professional Sports Clubs

Objective: The objective of our research project was to identify key patterns in the international strategies of Hungarian professional sports clubs. Research Design & Methods: Initially, two pilot-cases were prepared, which form the basis of additional case studies to be prepared in the later stages of the project. Content analysis was used to systematically assess the transcripts of the interviews, cross-checked with data from sports databases and corporate documentation. Analytical generalisation supports the gradual refinement of research propositions. Findings: Our preliminary results confirmed the relevance of international business theory to be applied in professional sports, also signalling strategic potential in a more conscious pursuit of internationalisation options. A range of strategic patterns of internationalisation were identified. Implications & Recommendations: The integration of Hungarian professional sports teams into the international network of sports organisations is likely to intensify, both on the input side (i.e. athletes), and on the output side (i.e. commercial sales) of their operating model. Special strategic patterns focus on the development of new sporting facilities and learning the know-how of commercialisation from international examples. Contribution & Value Added: The originality of this work lies in applying the generic internationalisation framework to professional sports in the Central-Eastern European context, as they aim to develop a sustainable operating model through deeper integration into an international network of organisations