Applying Doughnut Economics to a football club

As part of the Sportainable project seminar at the University of Bayreuth, I was able to familiarise myself with Kate Raworth's concept of Doughnut Economics. In this context, I explored the application of the concept to professional football clubs.

Research Focus:
I used VfL Wolfsburg GmbH as an example club and investigated how a professional club could organise its business areas in order to achieve as little overshoot and shortfall as possible in the various segments of the doughnut.

Methods:
I used the Dougnut Design for Business tool to analyse the football club. On the basis of the sustainability report, a number of efforts could be worked out and negative aspects identified.

Key Findings:
VfL Wolfsburg GmbH is a subsidiary of the automotive group Volkswagen AG, which also entails certain financial and structural requirements. This single ownership therefore represents the biggest barrier in the restructuring of business areas.
The greatest potential was identified in the area of governance, where monitoring processes have already been established with regard to compliance with the integrity of the values represented.

This project was a great opportunity to get to know economic sustainability frameworks and in particular to gain an insight into doughnut economics. To be able to apply this theory with real-world business practices in the sports industry was a great experience.  Many thanks to my supervisor, 

@Peter Leonhard Kuhn , for his support and insight throughout this project!
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