Sascha L Schmidt

Sascha L. Schmidt is a Professor and Chairholder at WHU – Otto Beisheim School of Management, where he leads the Center for Sports and Management (CSM). He is also the Academic Director of the European Sports Business Program and holds affiliations with the Massachusetts Institute of Technology (MIT) and Harvard Business School. His work bridges academic research and practical application in sports and management.

• WHU – Otto Beisheim School of Management, Chair for Sports and Management
• Academic Director, European Sports Business Program
• Lecturer, MIT Sports Entrepreneurship Bootcamp
• Member, Digital Initiative, Harvard Business School

Schmidt’s research centers on the future of sports, with a focus on digital transformation, technology adoption, fan engagement, and strategic innovation in professional sports. His interdisciplinary work integrates insights from economics, psychology, and management to understand how emerging technologies are reshaping the sports industry. He has led multiple Delphi studies forecasting the future of football, winter sports, and sports sponsorship.

His recent publications span topics including the metaverse in football, digital transformation in national associations, and eSports strategy. These works, published in journals like Technological Forecasting and Social Change and MIT Sloan Management Review, reflect a strong trend toward technology-driven change and data-informed decision-making in sports. His research often employs foresight methodologies and behavioral insights.

Schmidt has made significant contributions beyond traditional academia. He is the editor of 21st Century Sports and developed an online course with MIT xPRO. He also contributes regular columns to Focus and Manager Magazin, translating academic insights for a broader audience.

• Editor, 21th Century Sports: How Technologies Will Change Sports in The Digital Age
• Co-developer, MIT xPRO course: Transformational Technologies: Applied Lessons from Sports
• Author of multiple WHU CSM Delphi studies and industry reports

Schmidt advises on strategic initiatives and has collaborated with major sports organizations. His work with Harvard Business School on case studies—such as Bayern Munich in China and TSG Hoffenheim’s analytics revolution—highlights his impact on teaching and real-world strategy. He is actively involved in research funding and collaborative projects, though specific grants are not detailed.

He leads the Center for Sports and Management at WHU, which serves as a hub for research, industry collaboration, and executive education in sports business. The center produces influential studies and fosters innovation in sports management practices.