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SV 07 Elversberg has transformed from a small club in the 4th tier of German football into a rising force in the 2nd Bundesliga. Behind this remarkable journey lies a meticulously crafted strategy that extends far beyond the pitch. Dr. Marc Strauß, Board Member for Administration and Club Development, shares insights into the club’s vision, business model, and what makes Elversberg stand out in an ever-competitive football landscape.
By Domenico Maffei
The Road to the 2nd Bundesliga
For many, football is all about the game, but behind every successful club is a robust operational backbone. Elversberg’s ascent from the 4th tier to the 2nd Bundesliga was not just a sporting triumph but also an administrative and infrastructural feat.
“The jump from the 4th tier to the 3rd League was significant, but reaching the 2nd Bundesliga was a completely different challenge,” Strauß explains. “Infrastructure was a key focus. We had to expand our stadium in record time to meet the 15,000-seat requirement and the complex media technology standards. It was a capital-intensive process that demanded swift decision-making.”
To streamline the stadium expansion, the club established a stadium management company, allowing for private construction without the constraints of public tendering. Beyond infrastructure, the club had to adapt to growing media interest and increased operational demands in security and organization.
A Strategic Vision for Long-Term Success
Elversberg’s rapid rise is no accident. Over a decade ago, the club laid the foundation for its future success by developing a clear vision, a brand strategy, and a strong identity.
“We focused on five strategic pillars: sporting excellence, infrastructure, youth and women’s development, brand building, and professional corporate structures,” says Strauß. “With limited resources, we had to be both innovative and disciplined. We optimized processes, expanded partnerships, and upgraded our stadium to enhance the matchday experience. But above all, we built a brand that resonates with our community.”
Revenue Growth and Financial Sustainability
Elversberg’s financial landscape has evolved significantly with each promotion. The club’s primary revenue stream is TV broadcasting rights, especially in the 2nd Bundesliga, but commercial opportunities have also expanded.
“In the 4th tier, we averaged 1,500 spectators per game—now we have 10,000,” Strauß highlights. “Our business network, consisting of over 400 companies, plays a vital role in our success. We emphasize long-term partnerships and regional integration. Of course, higher revenues also come with increased expenses, particularly in infrastructure and personnel.”
Yet, despite its success, the club remains prepared for setbacks. “A potential relegation would be a financial challenge, especially due to our infrastructure investments. But we are structuring ourselves to remain competitive even in the 3rd League,” Strauß adds. “Our ultimate goal is to establish Elversberg as a sustainable 2nd Bundesliga club.”
The Power of a Business Ecosystem
One of Elversberg’s most innovative initiatives is its business platform, designed to foster connections between regional companies and the club. This model not only benefits Elversberg but also strengthens the local economy.
“We offer a premium hospitality experience on matchdays, but more importantly, we create a space where businesses can network and form meaningful partnerships,” explains Strauß. “Many deals originate within our network, and we use digital tools to facilitate communication. This platform is one of our biggest assets.”
Efficient Operations in a Competitive Landscape
As one of the smallest clubs in the top two divisions, Elversberg operates with remarkable efficiency. The club’s core business team consists of only 25 full-time equivalents, relying on streamlined hierarchies and digitalization to maximize productivity.
“With a relatively small workforce, we emphasize a culture of collaboration and commitment,” Strauß notes. “Every employee plays a vital role in our success.”
Beyond Football: A Multi-Purpose Stadium
Elversberg’s stadium is more than just a football venue; it is an economic hub for the region. The club actively rents out the facility for concerts, conferences, and other major events, managed by a dedicated marketing company.
“The stadium is not just a key asset for the club—it’s a vital economic driver for the entire region,” says Strauß.
A Blueprint for Modern Football Clubs
SV 07 Elversberg’s story is one of strategic vision, innovation, and unwavering commitment to sustainable growth. By integrating business acumen with sporting ambition, the club has created a model that other aspiring football organizations could follow.
With a well-defined strategy, a growing fanbase, and a thriving business ecosystem, Elversberg is proving that success in football is about much more than just results on the pitch.
This article is a summary of an episode of the Beautiful Business Podcast. You can find the whole episode in german language here on Spotify.
