Episode 24: Passion or Profit? Inside Football's Billion-Dollar Machine

00:00:00: Okay, welcome to our next podcast the Sai campus to cyber already.

00:00:06: The twenty fourth episode.

00:00:09: In our podcast we constantly try to address social topics that might go a bit beyond what we do at the university.

00:00:17: And today I am very, very happy to have great guest Hendrik Schipphorst where will of course talk about digitalization in general but also and it is well known that i'm personally big soccer fan... ...about topic which moves everyone!

00:00:37: Actually, not quite at the end of The World Cup which has just captivated us all but perhaps that can serve as a hook to address one or two topics.

00:00:49: So welcome Mr.

00:00:50: Shiphorse and I tend before.

00:00:53: I praise you highly for everything you have done And everything you are moving.

00:00:59: Perhaps you could give very brief introduction.

00:01:03: What do you do?

00:01:04: what is your background?

00:01:07: Why are you so closely connected to football?

00:01:10: I gladly do that, thank-you for the invitation Professor Friedrichsen.

00:01:16: My name is Hendrik Schiphorst and am fifty two years old.

00:01:20: I'm married live in Hamburg have two children two girls And been with Sport Five since nineteen ninety eight.

00:01:27: i started my sport five career at first FC Nürnberg.

00:01:32: I worked for ten years of this long time with our marketing teams in Nuremberg and at HSV.

00:01:39: And have been, yes now for eighteen years in the Hamburg headquarters where we manage all our business both nationally and internationally... ...and have been managing director of this wonderful company for six years now.

00:01:53: And maybe because it's quite an interesting side fact, even though is not a family business.

00:01:58: My father was the first managing director of what was then UFA's film and television GMBH.

00:02:05: That why for me its always been more than just employer?

00:02:09: Because also has emotional component.

00:02:13: Yes, there's a nice story about your father.

00:02:15: He used to be a lecturer at the FU and my wife always likes To tell the story that she took a seminar with him And is still deeply impressed today.

00:02:23: I have also told you this personally once.

00:02:26: It's just a side note, but that is how the relationship with university was and maybe we can plan or approach it some time.

00:02:35: I would of course be very pleased.

00:02:36: now as you know We are University which is focused on digital matters even completely digital.

00:02:43: You have been in business for long.

00:02:46: When would you say, You first noticed that digitalization also plays a role in your company?

00:02:51: So when were you first confronted with it?

00:02:53: where you said something is happening if we look at historically.

00:02:58: Yes exactly so.

00:02:59: perhaps quite interesting.

00:03:00: when I started in ninety eight.

00:03:02: We didn't have emails yet uh...we did not have company cell phones..We had a landline phone ..we did sales with the yellow pages and contracts was sent back-and forth by fax.

00:03:13: younger people can hardly imagine.

00:03:15: Therefore, honestly the first significant experience was the introduction of a company email.

00:03:22: And when you look at the marketing side now, then... At some point it was the commercial website that clubs set up and with which you had another.

00:03:35: So besides the stadium-born and club born rights You suddenly have a digital reach That could also be used in the sale of advertising rights.

00:03:43: I believe this is first case where it became commercially interesting for us.

00:03:48: Do you currently feel the pressure in your company?

00:03:51: I mean, Your business area if you will.

00:03:53: football is considered rather traditional and You just mentioned that.

00:03:58: Um i still remember stories where uh faxes would arrive two minutes before The end of the transfer period.

00:04:05: What have we not?

00:04:06: do you notice That now?

00:04:08: Especially the topic Of ai plays a role or how do you Feel that In your everyday life?

00:04:14: Yes, so generally I think it's fair to say that the sports industry is always a bit behind the free market like in terms of digitalization internationalisation.

00:04:24: But now off course AI also arriving a bit later.

00:04:27: we at sport five are already In The Middle Of It.

00:04:31: We Have For Example Rolled Out Co-Pilot for All Colleagues Because We Work In A Microsoft Environment.

00:04:38: i Personally Use It Daily claim that for myself, but this is not a trend topic.

00:04:46: rather it will significantly accompany the economy and thus also sports.

00:04:52: And that's why we are right in the middle of it now A practical example.

00:05:04: And another thing is, especially with all the topics of creative services we are already making use artificial intelligence for image editing but also developing sales pitches.

00:05:19: That means you understand that markets have changed as has attention.

00:05:24: Young people today have completely different opportunities than we might remember from our youth.

00:05:29: where would say at the moment when looking at marketing, which is your specialty?

00:05:34: What are the most important development trends you recognize and how is that ultimately considered in your marketing.

00:05:40: It's a high.

00:05:41: it's a battle for attention In The End right so For Attention

00:05:45: Exactly So I think i always try to see it positively Which sometimes becomes A bit harder for me as I get older.

00:05:53: But from my perspective, because we have social media a completely different content area has grown In the past basically especially in football.

00:06:03: We worked for a week or mostly fourteen days For our home game.

00:06:07: then The Home Game was there.

00:06:08: that Was the peak in terms of reach and all topics?

00:06:11: And Then it tapered off again.

00:06:13: Meanwhile There is A constant bus.

00:06:16: uh...and That's why we Have Of course also gotten involved in selling Our advertising rights.

00:06:21: To give a concrete example, we now sell the so-called training ware separately for many clubs because there are an incredible number of pictures of training sessions on social media.

00:06:36: And therefore,

00:06:36: e.g.,

00:06:37: marketing potential has emerged through social media that did not exist fifteen or ten years ago and so we always have to make sure that we adjust our range of offerings accordingly.

00:06:51: Now we have this in Germany specifically Keyword traditional clubs.

00:06:55: We've seen it again now.

00:06:56: Schalke zero four Emerged in a boom.

00:06:59: thousands of people at the training.

00:07:00: you yourself Have experience with Nuremberg and HSV?

00:07:05: No, our traditional club faces a new challenge The big global brand.

00:07:10: How do you deal with that?

00:07:11: so what is the step there?

00:07:13: It is quite a gap from the classic tradition That we still maintain a lot in Germany.

00:07:19: In England, it might be done similarly.

00:07:21: But how do you reach that global level?

00:07:25: Yes I think well... It's important first to let say try to understand the club.

00:07:30: we are also allowed to market Sharker zero four and Let's Say one Club is more open To certain development topics The other not so much.

00:07:41: In the end, we are I would say commercial service providers and can only show The Club what topics and developments exist in the market.

00:07:53: And then the club decides whether to pursue them or not for whatever reason That might be because he is perhaps worried that it won't be received by his members or fans as if its others, Because the topic of commercialization sometimes demonized.

00:08:13: But it can also be that there are other motives.

00:08:15: So my task as a marketing partner of, I would say very many clubs in the first second and third leagues is but also in handball by the way not just in football to show their club's potentials where they can grow And then find these primarily in the commercial area.

00:08:32: In the end each club decides for itself And of course we have to, there's no template that I can just apply to HSV or Schalke or FC Augsburg.

00:08:43: But we can show what best cases exist?

00:08:46: What market developments they are and then in the end The club has to decide what they want to go along with and whatnot.

00:08:54: Now you just mentioned the investor topic, which I will get to in a moment.

00:08:59: If i remember correctly You are also the largest marketer In women's football with sport five and there is quite A lot happening There.

00:09:05: especially when you look at The bundesliga it Is almost a comparison To the bundesliga in men's football.

00:09:11: How do you see the development?

00:09:12: That isn't itself Its own ecosystem or how should one understand that?

00:09:17: because It is really Interesting how now such an accelerator system is emerging.

00:09:23: How do you see that?

00:09:26: Yes, well first of all I think we have to acknowledge the women's football Bundesliga has tremendous growth potential because demand is there on the consumer side meaning fans and equally on the corporate side where there are increasing demands sometimes specifically for engagements only in woman's football but not men's football.

00:09:48: We need to take this into account.

00:09:51: However, I believe that maybe something can still be done with the format in women's football.

00:09:58: So to my knowledge there is currently a discussion about whether they should play-offs and not the classic league operation like in the Men's Bundesliga And i think That could be good way of positioning the Women's Bundesligas differently.

00:10:15: I believe what we especially need is a broader reach regarding the Bundesliga games because the viewer ratings are partly okay.

00:10:26: In terms of growth, they're even outstanding but also starting from very low level and i think that's why we have to see how we can bring the Bundesligas into wider audience so that we achieve more reach.

00:10:40: We have quite a few examples in women's football where it is about investors and that naturally brings us to the classic question, which I must ask you.

00:10:47: How do you view or experience the current German investor debate?

00:10:51: Maybe also a bit of comparison with what we see at the Premier League as you are active as a marketer on the Premier league.

00:11:00: What do you think will be the development boost?

00:11:06: Yes, well first of all I find the discussions in Germany somewhat...I'll say it as i feel it's somewhat hypocritical because there are certain circumvention situations.

00:11:20: I think it's fine if one continues to understand this fifty plus-one topic as a guideline, but in the end what is done with money and let say into which management structures does it fall?

00:11:39: And do they know how to deal with respective investments.

00:11:45: I believe it would be negligent to completely distance oneself from the topic of investors in German football, because i think its an opportunity especially international competition with other leagues.

00:11:57: The Premier League is one but applies equally to Spain or Italy and we remain competitive.

00:12:04: And yet you can set up governance structures where the club still ultimately has to say with its registered association structure, I believe that does not exclude each other.

00:12:28: But I understand that this is not a particularly popular opinion.

00:12:33: That I hold, but I do not believe it.

00:12:35: therefore the decline of German football or investors in my view?

00:12:42: Yes we will address these whole complex topic of commercialization.

00:12:46: I come from a time when it started with Jossi Advertising.

00:12:53: You probably remember Eintracht Braunschweig and Mr Maast, how Jossie Advertisings was first introduced into sponsorship.

00:13:01: Now of course It's different times today And i would be interested to know what this ecosystem actually looks like Today purely From a practical perspective.

00:13:08: When you sell a sponsorship package today, how should one imagine that?

00:13:12: And you also see what is currently developing in the media sector or technical sector.

00:13:17: Where will that develop next few years?

00:13:19: but maybe just briefly to get an insight on what does this sponsorship package look like because it's probably no longer classic jersey advertising I suppose

00:13:28: Exactly, so we do sell them too.

00:13:30: but the package has also changed substantially.

00:13:32: So let's put it this way when I started back in nineteen ninety eight at one FC Nuremberg there were Let's say three packages gold silver bronze and if they didn't want those well They were out of luck.

00:13:43: that doesn't work today.

00:13:44: Today The customer benefit is much more in focus.

00:13:47: i believe We had sport five uh?

00:13:49: would have particularly understood.

00:13:52: Today, we have many sales colleagues and used to have many.

00:13:56: But what now brings us to the table in so-called pre-sales and has to convince companies to invest money in sponsorship is incredible!

00:14:06: So much intelligence has been built up.

00:14:09: We have our own department with over sixty people who deal with BI and creatives, so that we build the sales pitch in a way that ultimately reflects customers' needs.

00:14:24: Because there are many discussions about companies which don't start with IHB or C or the advertising board here but rather begin by first understanding what the communicative need of these companies is And then in the second step, we come up with possible solutions for these communicative challenges.

00:14:43: From my perspective this has turned one hundred eighty degrees compared to before where there were many emotional decision makers and now they are fact-based decision makers.

00:14:52: In the best case, there is still someone involved who once slept in Bedlinens from Monsengladbach or Dortmund.

00:15:00: That doesn't hurt either but these are all business leaders who couldn't afford to make decisions based on their own emotional backgrounds and that's why I think this And I believe the shift will also move a bit more from reach because Audi Sportshow or sports studio, or Sky to engagement developing that you manage to let's say get consumers yes to collaborate with a company.

00:15:42: And that actually brings us to a very interesting topic, hospitality and the premium segment.

00:15:48: That's quite interesting especially when you see how you market it professionally in some clubs.

00:15:53: So what significance does this premium segment have kind of in direction?

00:15:57: You just explained strategically also for marketing in your area

00:16:04: Yes, so I think there is well basically hospitality marketing as now part of every sports event that has a professional touch.

00:16:17: And then there are, I would say outstanding events.

00:16:20: I'll mention the football World Cup or also Formula One hospitality where you have an incredibly high price point.

00:16:28: in contrast if i go back to Bundesliga Football The Price is still relatively manageable.

00:16:33: I believe fundamentally it's like this we need atmosphere In the stadium so It doesn't help us To design a football Stadium Where sixty thousand business seats Are to be sold And still a certain ratio must be included because this matchday experience continues to be one of the unique selling points of sponsorship sales and you naturally get that through hospitality, whether it be boxes or business seats which we consciously always try to further develop.

00:17:06: Because one thing you have to see is CEO of company A B or C can go out for good meal need a football game for that.

00:17:14: We have to offer certain level there of course, but the question is what's surrounding experience?

00:17:20: and we are thus talking about match day experience.

00:17:23: it actually starts week before.

00:17:26: How does communication with people take place?

00:17:28: They're then... What happens in stadium?

00:17:29: they prepared for this might also be informative useful pieces information Then also afterwards, which guests they might have had with them.

00:17:39: then maybe there's a scarf in the box or on the table where you try to create an emotional connection.

00:17:46: So that is now one hundred percent part of this product.

00:17:51: and Now In Hamburg You Have A Nice Example With Two Clubs St Pauli And HSV.

00:17:55: St Paulic Consciously Takes This Path Always Putting Tradition In The Foreground Like In Fan Culture Although we both know you are also subject to commercialization, You're very involved with HSV.

00:18:07: We can take that as an example... ...you have Schalke.

00:18:09: how do you manage this balancing act between tradition and commerce?

00:18:14: The big clubs like Bayern Munich and Dortmund constantly had a problem saying they don't want the sponsor.

00:18:20: That's always a balancing act for them!

00:18:22: Because one has to say well on one hand.. ..we need to fill in and sell our sponsorships.

00:18:26: Where is your point or where did it come from to connect that.

00:18:32: Well, first of all as sport five we have some values that logically also play a role in acquisition.

00:18:38: but In the end We are brokers.

00:18:41: That means we offer clubs sponsorship deals.

00:18:44: We thoroughly check companies To see if they are solvent If there is anything that violates laws.

00:18:51: These Are All Issues That Are Logically Excluded For Us.

00:18:55: but take the Rheinmetall deal with BVB, we were allowed to broker that.

00:19:00: I am incredibly proud of it!

00:19:03: If i had said five years ago that rheinmetalle would become a sponsor of bvb no maybe not by now.

00:19:09: rheinmetal is in my view a company that the whole world envies us for.

00:19:14: They also have communicative needs.

00:19:16: In this case, possibly a shortage of skilled workers which we can address with sponsorship solutions.

00:19:21: and in the end The club in this case Borussia Dortmund has to decide whether to take these communicative risk.

00:19:27: they did it.

00:19:28: I think Kastan Kramer does an excellent job representing it externally.

00:19:33: But there are also clubs that say That is the red line We do not want to cross.

00:19:44: Hypothetically, Sankt Pauli would say we do not work with Rheinmetall.

00:19:49: Then it is their right in case of doubt Not to Do so and We are only there as brokers In quotation marks To point out this possibility.

00:19:58: And one more quick sentence because I can't resist saying at now Because the friends from FC sankt pauli Of course also commercially driven Also HSV also rightly claims to be a traditional club, Sankt Pauli is too.

00:20:12: Maybe they have slightly different tradition in one direction or another.

00:20:16: In the end, everyone at St.

00:20:18: Pauli also knows that it doesn't work without the television money and sponsorship or hospitality revenues.

00:20:24: if you want to be involved in professional football?

00:20:27: Yes I think this is something naturally has to do with overall structure of DFL etc.

00:20:34: The moment when you accept being a part of this mix... ...you have to accept it otherwise it does not work at all!

00:20:40: You can't avoid bringing up the World Cup.

00:20:43: I don't want to talk about you with FIFA and so on, because that's not our topic.

00:20:49: I was

00:21:13: able to experience the football enthusiasm in the city and colleagues of mine were in the USA, they reported the same thing.

00:21:21: I must first acknowledge that it's a great event.

00:21:26: once again mobilized the masses... ...and there aren't many global events managed across the entire planet.

00:21:35: Now one can and I was in quotes a victim myself of the high ticket prices also in the public sector Complaint, yet.

00:21:44: One must acknowledge that the stadiums were all sold out.

00:21:47: i believe we probably wouldn't want to or be able To achieve such a high price point at The World Cup In Germany.

00:21:55: But this additional round didn't bother me.

00:21:59: From my perspective despite All the criticism Of FIFA I can't see that it was a complete mistake to expand the tournament further.

00:22:14: Whether it needs to be expanded even further might need to be discussed, but in the end as you rightly said i can't decide that...I think this break for drinking?

00:22:28: Well, if anyone can introduce it then certainly FIFA but do I think will come to the Bundesliga?

00:22:33: No.

00:22:36: And still from a commercial perspective its of course another smart move too perhaps include one or other advertising break.

00:22:46: Of course, it bothers many people in Germany.

00:22:48: I think many around the world say whether there's an extra two minute break for drinking where to commercials are shown or not.

00:22:57: but even they're probably don't hold and overly popular viewpoint.

00:23:02: Yes okay then The question would be I assume you are aware of everything?

00:23:07: You experience their end come back and ask And the question for me would naturally be if you came back and I worked with you at sport five and said what can we use from that?

00:23:17: For marketing, and your market European clubs.

00:23:22: Can we take anything from that?

00:23:23: is there anything where you would say i learned something That We can also incorporate into our marketing even If You shouldn't reveal any secrets but.

00:23:30: I Would Be interested in that.

00:23:32: no yes well I would share them with you if necessary, but right now from the event itself i didn't take anything away.

00:23:40: where we need to introduce that in their Bundesliga tomorrow.

00:24:01: Does that work at every Bundesliga game?

00:24:03: No.

00:24:04: I haven't seen any particularly clever sponsor presentations where i would say wow we have to do it exactly like.

00:24:10: I also found that it wasn't commercially excessive, therefore a lot in the hospitality product was alright.

00:24:20: But its not something where we have to fall behind or say we need throw all our concepts overboard and rethink them tomorrow.

00:24:32: No, I think that we have never been as successful in the Bundesliga as today.

00:24:36: So if you look at it all The stadiums are full.

00:24:39: It's all very impressive.

00:24:40: when you look over the last twenty-twenty five years Now You know That We Are a Digital University.

00:24:46: If i ask you now what skills do young people actually need who come to sport Five?

00:24:52: What Do You Actually Expect Especially When You Look At The digital aspect?

00:24:56: how How do you envision an ideal employee that you would like to hire?

00:25:00: What should they be able to do in the digital

00:25:02: field?".

00:25:03: Yes, well basically it neither helps nor harms.

00:25:07: To have a certain enthusiasm for sports because everything we do is always geared towards some kind of sport event.

00:25:17: And I am of course glad, especially with younger colleagues when they bring digital competence and... ...I would say in today's social media but also in collaboration with artificial intelligence show a certain basic understanding.

00:25:37: That is why i'm ofcourse glad When you,

00:26:04: when I see... Regardless of your industry, I deal a lot with CEOs and so on who always say yes this digital transformation we have to work a lot in it.

00:26:15: Now for you since you also constantly be up-to date technical developments where do see the challenges right now?

00:26:26: We talked earlier at the very beginning about AI, all these things that are currently ultimately technically evolving.

00:26:33: Where do you see this challenge for your company as a CEO now and in which direction to go?

00:26:39: Yes well I believe that technically speaking we're already on good level.

00:26:45: The possibilities have been offered.

00:26:48: our colleagues I believe are let's say market appropriate.

00:26:54: In our sports industry, i would say we're more of a pioneer?

00:26:58: The problem is adoption.

00:26:59: so how do you really get all the colleagues behind it not seeing as something to fear but understanding that they make their work day easier?

00:27:10: I am someone who generally looks at the world positively.

00:27:14: For me, the glass is always more half full than half empty and I see this whole digital transformation as an opportunity to give colleagues more time.

00:27:25: To focus on their true core competencies And not on tedious little tasks The manual work that needs to be eliminated.

00:27:35: If someone had told me ten years ago that we wouldn't have file folders in the office anymore, I probably would've laughed at them.

00:27:42: And yet... ...we all live well with it and if i want something.. ..i no longer have to go some cup in it and pull out a thick lights folder.

00:27:50: That seems totally trivial from today's perspective especially for younger people.

00:27:54: But we come form world where there were entire archive walls With uh-if i may stick my lights folder example.

00:28:01: And I think it's more about getting people on board, including older colleagues like me and bringing them to a point where they don't close themselves off this new world but see as an opportunity also use the possibilities in their daily work.

00:28:16: Now.

00:28:16: i'm glad we didn't talk about that ten years ago because then you would have called me crazy Because It was always my topic back when I talked about it at lectures or companies.

00:28:26: I think this topic of lifelong learning, just a small closing question.

00:28:31: What do you understand by life long-learning?

00:28:33: if now?

00:28:34: You've already described it quite well for your company how would you specify that?

00:28:39: Yes, well maybe using myself as an example.

00:28:41: I am by no means someone who sees every trend and also doesn't understand that it can become a trend but i am capable of learning in that i can say i do not insist on what once was and what always worked well But i'm open if is explained to me to engage with any other technology or development.

00:29:02: I want to give you an example from a sports context.

00:29:05: There are currently the so-called creator leagues.

00:29:07: for me that's indoor soccer, but When it was first introduced to me i said get away From me with this nonsense of amateurs playing with influences dueta.

00:29:17: But my colleagues who were responsible For business development?

00:29:21: Were so persistent That i eventually said okay if You say this is it then we'll go for It and will really go for it by now.

00:29:29: it's A totally interesting area Of activity for us.

00:29:32: So what I want to say is, I am not so conceited.

00:29:38: Sometimes people would probably wish for more openness from my colleagues but... ...I'm already capable and open to good arguments.

00:29:49: that applies both to business topics that offer potential as well digitalization or artificial intelligence that permanently influence our professional life?

00:30:04: Well, I can confidently encourage every student with an interest in sports to apply it.

00:30:10: If i were still twenty five but its too late now however at least stay in touch with you and have a little quiz not any knowledge.

00:30:19: questions My employees, they really want me to go over this with you again.

00:30:27: I'll ask you the questions in English.

00:30:29: You only need to give one answer.

00:30:31: So let's start with best

00:30:33: World Cup.

00:30:33: host a county out of three and two thousand twenty six Mexico United States or Canada?

00:30:43: Okay

00:30:44: Which

00:30:44: by am unique player?

00:30:46: It's

00:30:47: surprising

00:30:47: that I've asked this Player perform best at this world card Harry Kane Michael Olesi, Dajot Obamecano or Yamal Muziala?

00:30:59: I think Kane had the biggest impact for his national team.

00:31:06: Most valuable football club brand in the world right now – Manchester United, Real Madrid, Barcelona and Bayern Munich!

00:31:24: They are doing a tremendous job in internationalisation and brand building.

00:31:29: I would say, they are Madrid!

00:31:32: Okay so i know that we will have lots of discussions about Buscha Dortmund and Bayern Munich... I love it!

00:31:38: Messi or Ronaldo?

00:31:40: Messi

00:31:42: Who wins the Ballon d'Or this year?

00:31:44: Mbappé Kane Jamal or Dembele?

00:31:48: It depends a bit on the World Cup, I guess.

00:31:51: If Argentina will make it again at the World cup... ...I guess might be messy!

00:31:58: Okay?

00:31:59: I'll ask my colleagues why they

00:32:01: didn't

00:32:02: take Messi to the list.

00:32:06: Best young player in the world right now?

00:32:08: Jamal Nuzyala or Salibari?

00:32:16: doing

00:32:16: tremendously.

00:32:17: Yes,

00:32:20: most overrated football team at this World Cup Brazil Argentina Portugal or Spain?

00:32:26: Okay you didn't mention Germany.

00:32:30: that's good.

00:32:31: um brazil

00:32:37: okay.

00:32:38: uh harland or mbp bigger shirt sales this year?

00:32:44: oh i think mp but I love Harland.

00:32:50: he said He's brilliant.

00:32:53: If you see what he makes to a small country like Norway, it is fantastic!

00:33:00: I would have transfer for my favorite team and always try to get Holland.

00:33:06: Yeah, I think after this World Cup it will be changed.

00:33:09: But now if you just look to the data... ...I think the impact of Real Madrid and Mbappé is high And i think that's a reason why Mbappe are leading.

00:33:21: Has Germany Club ever won the Club World Cup?

00:33:26: Yes!

00:33:28: It wasn't named Club World cup but it was the Weltpokal And I think it by Amunic won, in the...

00:33:39: But also Dortmund.

00:33:41: Really?

00:33:41: Oh!

00:33:44: I think he's a ninety-seven if i'm right or ninety six yeah.

00:33:48: Okay last question biggest football rivalry in the world Real Madrid against Barcelona By Amunik against Borussia Dortmund Boca Juniors versus the River Plate Or Manchester United vs Liverpool

00:34:05: Ranges against Celtic, but you didn't mention them.

00:34:13: If it's the clubs that you mentioned I think its in Manchester.

00:34:24: You can't look into this room now.

00:34:29: Someone is standing opposite me in an Argentina jersey, a big Messi fan and I also call him Messi even though he cannot play football nearly as well but that can be worked on.

00:34:41: It has been great pleasure to speak with you But have i forgotten anything or would like make any statement at the end where perhaps did not ask for your opinion?

00:34:52: No, thank you.

00:34:54: If I also have the chance to speak with your students or if consider it valuable then please let me know!

00:35:06: I

00:35:07: will stay in touch with you, Mr.

00:35:10: Schiphorst and as you know through my son's connection to Hamburg i would like to maintain or establish contact.

00:35:17: it is a great pleasure for me because i believe that your company is also valuable for our students and our university And we might need to calmly consider where can find combinations.

00:35:29: Then sports are important in society, also the commercialization.

00:35:33: The discussion about commercialization is important and I believe especially football And you're an expert where tradition and commercialization need to be brought together.

00:35:42: That's a challenge!

00:35:45: I was thinking what would have actually happened if Germany had actually, let's say, made it to the semi-finals?

00:35:59: It

00:36:13: has two components.

00:36:14: I think, socially it might have helped against the current discontent and also helped us a bit.

00:36:20: in politics We tend to problematize some things more than other countries do.

00:36:26: It would have helped with the athletic performance and relevance for the Bundesliga.

00:36:31: I'm always relatively clear on that.

00:36:33: if Germany becomes world champion, That's obviously great for German football just as you described.

00:36:38: If Germany is eliminated early everyone is happy again.

00:36:41: Wow now there's finally Bundesliga Again.

00:36:43: i can't really see any negative impact.

00:36:46: But for society unfortunately it Is a missed opportunity.

00:36:51: we did not advance further in tournament.

00:36:54: So that was from campus to cyber with Hendrik Schipphorst, from sport five.

00:37:01: You noticed the topic touched two people who are also emotionally close to football or sports.

00:37:08: I hope there were some interesting topics and suggestions present.

00:37:13: Should there be a need for discussion, feel free to get in touch via email at any time.