Dr. Marcel Hüttermann

Professional career

Marcel Hüttermann studied business administration with specialization in sports management at the Reinhold-Würth University in Künzelsau. In his master thesis he worked on the topic of customer relationship management in the German professional football and gave recommendations for the CRM strategy and the implementation of the CRM system for FC St. Pauli. Previously, he worked for various companies and organizations in the sports industry such as Nike, Erima, and Stuttgarter Kickers. Currently, he is a lecturer at the Institute of Marketing Management (IMM) of the ZHAW School of Management and Law and mainly focuses on sports marketing and marketing technologies in teaching, research and consulting. In November 2021, he successfully completed his dissertation entitled "Fan engagement in professional team sports."
 

Research interests

In his doctorate, Marcel Hüttermann focuses on fan engagement, its positive and negative components and consequences, as well as how these behaviors contribute to merchandise revenues of sports organizations. He is also interested in the topic of Esports and examines the effect of sponsorship activities in this context.
 

Publications

Publications in peer-reviewed journals

Huettermann, Marcel, Sebastian Uhrich, and Joerg Koenigstorfer (2022): Components and Outcomes of Fan Engagement in Team Sports: The Perspective of Managers and Fans, in: Journal of Global Sport Management, Vol. 7, No. 4, 447-478.

Huettermann, Marcel and Thilo Kunkel (2022): The Influence of Non-Transactional Fan Engagement on Merchandise Consumption, in: Sports Marketing Quarterly, Vol. 31, 48-61.
 

Publications in conference proceedings

Huettermann, Marcel, Sebastian Uhrich, and Joerg Koenigstorfer (2017): Fan Engagement Value in Team Sport: Service-Dominant Logic Informed Dimensions, in: Proceedings of the 24th European Association for Sport Management Conference, Bern 2017.