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Dr. Gerald Fritz is Guest Professor of Business Administration with a focus on Leadership and International Sport Management at the University of Europe in Berlin, Germany.
Dr. Gerald Fritz
Field of Expertise: Business Administration with a focus on Leadership and International Sport Management.
Campus: Berlin
Office Hours: By Appointment
Dr. Gerald Fritz is Guest Professor Guest Professor of Business Administration with a focus on Leadership and International Sport Management at the University of Europe (UE) in Berlin, Germany. Dr. Fritz is specialized in sport administration, marketing, leadership, and the management of events. He is also a visiting lecturer at Audencia Business School Paris and the International Olympic Academy.
Dr. Fritz holds a master's degree in sports science and biology, a master's degree in sports administration, and a doctorate in sports economics. In addition to his academic career, he has gained extensive practical experience in the sports industry, including as director of marketing and sponsorship for the Frankfurt Galaxy American Football Club in the NFL Europe League, as well as in management positions at the Qatar Stars Football League (QSL) and on the Organizing Committee of the 2006 FIFA World Cup Germany. From 2020 to 2025, he took over as Director of the German Olympic Academy (DOA), enabling him to put academic knowledge into practice in the Olympic Movement with the aim of promoting Olympic Values and the Olympic and Paralympic Games in Germany.
At the UE School of Business Administration, his research interests include consumer and fan behavior, service- and consumer-oriented marketing in sports, sponsorship, and the legacy, organizational and commercial dynamics of mega-sporting events, like the Olympic Games.
Dr. Fritz holds a master's degree in sports science and biology, a master's degree in sports administration, and a doctorate in sports economics. In addition to his academic career, he has gained extensive practical experience in the sports industry, including as director of marketing and sponsorship for the Frankfurt Galaxy American Football Club in the NFL Europe League, as well as in management positions at the Qatar Stars Football League (QSL) and on the Organizing Committee of the 2006 FIFA World Cup Germany. From 2020 to 2025, he took over as Director of the German Olympic Academy (DOA), enabling him to put academic knowledge into practice in the Olympic Movement with the aim of promoting Olympic Values and the Olympic and Paralympic Games in Germany.
At the UE School of Business Administration, his research interests include consumer and fan behavior, service- and consumer-oriented marketing in sports, sponsorship, and the legacy, organizational and commercial dynamics of mega-sporting events, like the Olympic Games.
Since 09/2025
University of Europe for Applied Sciences (UE), Berlin, Germany
Guest Professor of Business Administration – Focus on Leadership and International Sport Management
08/2020 to 08/2025
German Olympic Academy – DOA, Frankfurt, Germany
Entity dealing with value education and principles of the Olympic Movement and its diverse historical, political, social, economic, and cultural aspects. DOSB-affiliated institution
Director of German Olympic Academy
Executive Director of DOA
Coordination and control of all national and international activities and projects
Responsibility of key programs and event planning (German Olympic Youth Camp, Olympic Day, IOA educational field trips, Fair Play Award of German sports, expert panels, and workshops)
Overseeing creation of educational materials and publications
Preparation and coordination of board meetings and general assembly
Responsibility for procedures of application, financial reporting and planning, sponsoring
Coordination of scientific research projects
Personnel planning and staff recruitment
National and international networking and lobbying
06/2017 to 03/2020
University of Applied Management – HAM Berlin, Germany
Departments of Business, Business Psychology & Sport Management, Provision of Bachelor & Master Education, Main Campus Munich, 60 full time staff, 3,000 students
Professor & Vice Dean of Sport Management & Head of Administration HAM Campus Berlin
Lecturing courses, e. g. introduction to management, marketing, sponsoring, finances, event management, organizational sociology, project / international management, case studies, statistics, and methodology (in BA & MA study programs: sport management, esport management, soccer management, business psychology, and business administration)
Advisor for BA & MA thesis & research
Strategic and business planning of Berlin campus
Acquisition of third-party funds for research & education
Administering operations and personnel Campus Berlin
Guest lecturer at Audencia Business School Paris and University Leipzig - International Coaching Courses (ITK) (both in sport management)
11/2014 to 04/2017
Johannes Gutenberg University, Mainz, Germany
Institute of Sport Science, Faculty of Social Science, Media and Sport, Provision of Bachelor, Master and Doctoral Education, 30 full time staff, 2,000 students
Teaching & Research Assistant; Doctorate
Lecturing courses in marketing, sponsoring, organization, and leadership in sport management
Advisor for bachelor thesis
Acquisitioning and coordinating research projects e. g. ‘talent development’ in cooperation with the German Volleyball Federation (DVV)
Completion of doctoral research about fan identification, loyalty, value co-creation in the context of fan clubs national teams in Germany
Coordination study abroad trips including exchange modules with universities from Europe, USA, and China
08/2013 to 07/2014
University of Florida, Gainesville, USA
College of Health & Human Performance, Dpt. of Tourism, Recreation & Sport Management, Provision of Bachelor, Master and Doctoral Education, 50 full time staff, 2,500 students
Research Assistant & PhD Candidate (Recipient of Grinter Fellowship)
Designing, execution and analysing of research project focused on impacts and legacy building in Qatar hosting the 2022 FIFA WC; in conjunction with Social & Economic Survey Research Institute Qatar (SESRI)
Designing and execution of interviews examining consumption and travel behavior of soccer fans attending the 2014 FIFA WC Brazil
Starting doctoral research about fan identification, loyalty, value co-creation
11/2008 to 07/2013
Qatar Stars League Management, Doha, Qatar
Operating company to run professional football league in Qatar
Restructured and re-branded in 2008, 60 employees
Head of Community Relations & Manager Audience Marketing
Supervising 3 QSL employees & 12 Club Marketing Managers
Planning, implementing, and overseeing community outreach programs and strategies to create football & fan development, club & player relationships, and QSL brand awareness
Drawing up and controlling budgets
Being member of QSLM AFC Standards & Requirements Committee to fulfil community and marketing requirements for Asian Champions League - ACL
02/2008 to 07/2008
Hamburg Messe und Congress, Hamburg, Germany
Service provider for int. and national trade fairs, exhibitions and congresses, 260 employees
Director of Marketing Communications
Supervising 10 employees
Planning and managing the communication budgets and supervising expenditure and timelines
Planning and developing marketing and communication strategies
Creating and implementing sponsorship programs
12/2006 to 09/2007
Frankfurt Galaxy Football Team Management, Frankfurt, Germany
Operating company to run pro team in the NFL Europe, the European subsidiary of the National Football League - NFL, 20 employees
Director of Marketing and Sponsorships
Supervising 2 employees
Planning, managing and controlling marketing strategies and activities
Acquiring sponsors and partners and overseeing their accounts
Developing media activations and partnerships
Implementing and controlling commercial activities and spectator engagement
07/2004 to 08/2006
FIFA World Cup 2006 Germany, Organising Committee, Frankfurt, Germany
Organization set up by the World Football Federation (FIFA) and German Football Association (DFB) to host the FIFA World Cup 2006 Germany, 300 employees, headquarters in Frankfurt and Munich
Head of Kick-off Event, Opening and Closing Ceremonies
Supervising 2 employees
Planning, coordinating, and overseeing the Opening and Closing Ceremonies of the FIFA World Cup 2006 and the Confed Cup 2005
Planning and coordinating the FIFA World Cup Gala Berlin
Planning and executing the FIFA World Cup Trophy Tour and the “Ehrenamtstour” (a tour through Germany in honour of the many voluntary workers involved in the World Cup), 41 events nationwide
01/2002 to 06/2004
German Motor Sports Federation (DMSB), Frankfurt, Germany
Umbrella organization of motor sports in Germany
and national sanctioning body for all motor sport related issues. ADAC, AVD, DMV and ADMV are member organizations, 45 employees
Deputy Secretary General and Head of Motorcycle Sport
Supervising 16 employees
Managing department incl. services for motorcycle sports, events, results, licenses, rules, technical regulations, marketing, and communication
Planning, marketing, and overseeing the International German Motorcycle Racing Championships
Monitoring DMSB championships and compliance with regulations
Chairing national motorcycle expert committees and working groups
Coordinating liaison with the international (FIM, UEM) and national (DOSB) sport federations
04/2000 to 01/2002
EuroSpeedway Germany, Service & Management,Klettwitz, Germany
Operating company of Europe’s largest motor sport race and testing track. Racing, entertainment and test/technology as core of business. 50 employees
Marketing Manager
Supervising 2 employees
Developing and implementing event and brand strategies including communication and advertising tools
Marketing and organizing various motor sport events, e. g. European premiere of the US Champ Car Series, 2001 (120,000 spectators)
Supervising of brand, domain, and licensing matters
Internships (each 6 month)
United States Olympic Committee (USOC),USA Triathlon, Colorado Springs
International Management Group (IMG), Winter Sports, Denver, USA
Adidas-Salomon AG, Business Unit Adventure International, Olympic Sports & Cycling, Herzogenaurach, Germany
University of Europe for Applied Sciences (UE), Berlin, Germany
Guest Professor of Business Administration – Focus on Leadership and International Sport Management
08/2020 to 08/2025
German Olympic Academy – DOA, Frankfurt, Germany
Entity dealing with value education and principles of the Olympic Movement and its diverse historical, political, social, economic, and cultural aspects. DOSB-affiliated institution
Director of German Olympic Academy
Executive Director of DOA
Coordination and control of all national and international activities and projects
Responsibility of key programs and event planning (German Olympic Youth Camp, Olympic Day, IOA educational field trips, Fair Play Award of German sports, expert panels, and workshops)
Overseeing creation of educational materials and publications
Preparation and coordination of board meetings and general assembly
Responsibility for procedures of application, financial reporting and planning, sponsoring
Coordination of scientific research projects
Personnel planning and staff recruitment
National and international networking and lobbying
06/2017 to 03/2020
University of Applied Management – HAM Berlin, Germany
Departments of Business, Business Psychology & Sport Management, Provision of Bachelor & Master Education, Main Campus Munich, 60 full time staff, 3,000 students
Professor & Vice Dean of Sport Management & Head of Administration HAM Campus Berlin
Lecturing courses, e. g. introduction to management, marketing, sponsoring, finances, event management, organizational sociology, project / international management, case studies, statistics, and methodology (in BA & MA study programs: sport management, esport management, soccer management, business psychology, and business administration)
Advisor for BA & MA thesis & research
Strategic and business planning of Berlin campus
Acquisition of third-party funds for research & education
Administering operations and personnel Campus Berlin
Guest lecturer at Audencia Business School Paris and University Leipzig - International Coaching Courses (ITK) (both in sport management)
11/2014 to 04/2017
Johannes Gutenberg University, Mainz, Germany
Institute of Sport Science, Faculty of Social Science, Media and Sport, Provision of Bachelor, Master and Doctoral Education, 30 full time staff, 2,000 students
Teaching & Research Assistant; Doctorate
Lecturing courses in marketing, sponsoring, organization, and leadership in sport management
Advisor for bachelor thesis
Acquisitioning and coordinating research projects e. g. ‘talent development’ in cooperation with the German Volleyball Federation (DVV)
Completion of doctoral research about fan identification, loyalty, value co-creation in the context of fan clubs national teams in Germany
Coordination study abroad trips including exchange modules with universities from Europe, USA, and China
08/2013 to 07/2014
University of Florida, Gainesville, USA
College of Health & Human Performance, Dpt. of Tourism, Recreation & Sport Management, Provision of Bachelor, Master and Doctoral Education, 50 full time staff, 2,500 students
Research Assistant & PhD Candidate (Recipient of Grinter Fellowship)
Designing, execution and analysing of research project focused on impacts and legacy building in Qatar hosting the 2022 FIFA WC; in conjunction with Social & Economic Survey Research Institute Qatar (SESRI)
Designing and execution of interviews examining consumption and travel behavior of soccer fans attending the 2014 FIFA WC Brazil
Starting doctoral research about fan identification, loyalty, value co-creation
11/2008 to 07/2013
Qatar Stars League Management, Doha, Qatar
Operating company to run professional football league in Qatar
Restructured and re-branded in 2008, 60 employees
Head of Community Relations & Manager Audience Marketing
Supervising 3 QSL employees & 12 Club Marketing Managers
Planning, implementing, and overseeing community outreach programs and strategies to create football & fan development, club & player relationships, and QSL brand awareness
Drawing up and controlling budgets
Being member of QSLM AFC Standards & Requirements Committee to fulfil community and marketing requirements for Asian Champions League - ACL
02/2008 to 07/2008
Hamburg Messe und Congress, Hamburg, Germany
Service provider for int. and national trade fairs, exhibitions and congresses, 260 employees
Director of Marketing Communications
Supervising 10 employees
Planning and managing the communication budgets and supervising expenditure and timelines
Planning and developing marketing and communication strategies
Creating and implementing sponsorship programs
12/2006 to 09/2007
Frankfurt Galaxy Football Team Management, Frankfurt, Germany
Operating company to run pro team in the NFL Europe, the European subsidiary of the National Football League - NFL, 20 employees
Director of Marketing and Sponsorships
Supervising 2 employees
Planning, managing and controlling marketing strategies and activities
Acquiring sponsors and partners and overseeing their accounts
Developing media activations and partnerships
Implementing and controlling commercial activities and spectator engagement
07/2004 to 08/2006
FIFA World Cup 2006 Germany, Organising Committee, Frankfurt, Germany
Organization set up by the World Football Federation (FIFA) and German Football Association (DFB) to host the FIFA World Cup 2006 Germany, 300 employees, headquarters in Frankfurt and Munich
Head of Kick-off Event, Opening and Closing Ceremonies
Supervising 2 employees
Planning, coordinating, and overseeing the Opening and Closing Ceremonies of the FIFA World Cup 2006 and the Confed Cup 2005
Planning and coordinating the FIFA World Cup Gala Berlin
Planning and executing the FIFA World Cup Trophy Tour and the “Ehrenamtstour” (a tour through Germany in honour of the many voluntary workers involved in the World Cup), 41 events nationwide
01/2002 to 06/2004
German Motor Sports Federation (DMSB), Frankfurt, Germany
Umbrella organization of motor sports in Germany
and national sanctioning body for all motor sport related issues. ADAC, AVD, DMV and ADMV are member organizations, 45 employees
Deputy Secretary General and Head of Motorcycle Sport
Supervising 16 employees
Managing department incl. services for motorcycle sports, events, results, licenses, rules, technical regulations, marketing, and communication
Planning, marketing, and overseeing the International German Motorcycle Racing Championships
Monitoring DMSB championships and compliance with regulations
Chairing national motorcycle expert committees and working groups
Coordinating liaison with the international (FIM, UEM) and national (DOSB) sport federations
04/2000 to 01/2002
EuroSpeedway Germany, Service & Management,Klettwitz, Germany
Operating company of Europe’s largest motor sport race and testing track. Racing, entertainment and test/technology as core of business. 50 employees
Marketing Manager
Supervising 2 employees
Developing and implementing event and brand strategies including communication and advertising tools
Marketing and organizing various motor sport events, e. g. European premiere of the US Champ Car Series, 2001 (120,000 spectators)
Supervising of brand, domain, and licensing matters
Internships (each 6 month)
United States Olympic Committee (USOC),USA Triathlon, Colorado Springs
International Management Group (IMG), Winter Sports, Denver, USA
Adidas-Salomon AG, Business Unit Adventure International, Olympic Sports & Cycling, Herzogenaurach, Germany