Alumni Story: Peer Naubert
The majority of people likely associate the German Bundesliga with their leisure time, whether it's in the stadium, with friends in the pub, or comfortably on the couch watching the evening sports show. However, the fact that the events in the Bundesliga move and reach so many people (more than 40 million in Germany and over 1 billion worldwide) is the result of a lot of work behind the scenes. We spoke with Peer Naubert, the Chief Marketing Officer of Bundesliga International GmbH, to gain more insights into the work at the Bundesliga and sports marketing.
After studying at the University of Münster and Stanford University, Peer Naubert was responsible for business development at one of the world’s largest sports marketing agencies. After holding various leading positions in Hamburg, New York, and Shanghai, Peer Naubert has now been the managing director and CMO of Bundesliga International GmbH for six years, overseeing the global marketing of the Bundesliga as well as the distribution of international media rights and global commercial partnerships.
Dear Mr. Naubert, was it important for you from the start of your studies to turn your hobby into a career, or how did you come to start at a sports marketing agency after finishing your studies?
Since my early childhood, I’ve had a strong affinity for sports in general and football in particular. Due to my mediocre football talent, a professional sports career wasn’t an option for me. During my school years, I developed an interest in economics and management, so it was clear to me upon finishing school that I wanted to make my hobby my career and start gaining practical experience in this field alongside my business studies. After studying in the quiet town of Münster, you moved to international metropolises.
What do you always look back on fondly when you think of your time in Münster?
For me, Münster was and still is a special place. The quality of life is unbeatable, the city is compact, and with a bike, you can get anywhere quickly. I remember many wonderful people and lifelong friendships I was able to make. The market on Saturdays, including stew, lunch at the cafeteria by Lake Aasee, followed by coffee at Gasoline, studying in the library, the Juridicum as a second home, my work at the chair, the Fyal, the WiWi-Cup, great parties. And I was never as fit in my life as during my thesis, when I would rather run around Lake Aasee twice a day than sit at my desk.
What have been the most exciting experiences during your career in sports marketing? Which sports event still stands out to you professionally and why?
Over the last 16 years, I’ve had the opportunity to learn a lot about different business areas in sports and entertainment and work with many different people and cultures. During my time at Sportfive, I developed growth strategies for sports organizations, built new business models, expanded the agency through acquisitions, advised the NFL on its market entry in Germany, set up ticketing for the FIFA Club World Cup in Morocco, and unsuccessfully tried to initiate business in countries like Turkmenistan or Kazakhstan. Since 2018, I’ve been with Bundesliga International GmbH, and since 2022, I’ve been managing the 100% subsidiary of DFL Deutsche Fußball Liga GmbH. With 44 colleagues in four locations (Frankfurt, Singapore, New York, Beijing), we generate more than €300 million in annual revenue from international media rights and commercial partnerships, growing faster than the market, and in 2023/24, we surpassed the Italian Serie A in terms of revenue. Together with the Bundesliga clubs, we carry out over 1,000 marketing activities annually in our 14 target regions, all of which follow our brand core “Football As It’s Meant To Be”—we are the league with the best football culture, exciting and entertaining football, global and local heroes, very special clubs, and a clear understanding of sustainability and our role in society. Attending sporting events is a natural part of the job, but it’s undoubtedly a great privilege. The obviously exciting experiences have included various Bundesliga football matches and those of other European leagues, visits to World Cups and European Championships, a Super Bowl, NBA games, the Ryder Cup, and Wimbledon. I’ve also found events like the AFCON, AFC Asia Cup, and the Commonwealth Games to be exciting. But even outside stadiums and arenas, the job in sports offers unique opportunities as sports connect people and cultures. For example, in February 2024, I had the opportunity to personally explain to India’s Prime Minister Modi how the Bundesliga contributes to the development of football in India.
What advice would you give to graduates aspiring to a leadership role in marketing?
Enjoy your studies in Münster to the fullest and be aware of this very special time in your life. Go abroad for a longer period to gain intercultural understanding. Deepen your theoretical knowledge through practical experience – the broader, the better. Be versatile in your interests beyond marketing, and gain a broad knowledge in all areas of economics, and ideally even beyond. Be curious, ask as many questions as possible to truly understand things. Try to find the right data and information, analyze it, and draw well-founded conclusions. In my opinion, a career is only partially planable. Therefore, you should follow experienced people attentively but ultimately always prioritize your gut feeling – because only you know what is right for you.