‘The Business of Sports’ | OneFootball

Representatives from Eintracht, LouCity FC and the city of Louisville come together at a B2B forum for a shared dialogue.

“Our friends from Eintracht Frankfurt, it’s great to be able to welcome you here again,” said Jordan Rivers, the Lynn Family Stadium announcer of Louisville City FC, by way of a greeting.

The feeling was very much mutual. “Great training facilities, warm hospitality – we feel very welcome,” said Axel Hellmann, CEO of Eintracht Frankfurt Fußball AG. “Sport unites people, builds bridges and cultivates friendships, which is one of the reasons we are here.”

The clubs jointly organised a B2B forum at Hotel Bourré Bonne in Louisville, which was attended by representatives from Eintracht and LouCity FC, as well as Louisville’s Mayor Craig Greenberg, sponsors, and business leaders.

The centrepiece of the event, which was titled ‘The Business of Sports’, was a panel discussion featuring Hellmann, board member for sport Markus Krösche, John Neace (Chairman & CEO of Louisville City FC), James O’Connor (President of Louisville City FC), and Trevor Pawl (CEO of the Louisville Economic Development Alliance).

Ahead of the panel’s discussion on the sports business and club development in professional sports, two emotional video clips were shown to introduce LouCity FC and Eintracht, who are visiting Kentucky for the second time following their trip in 2024.

“One reason we returned here is that after our first training camp in Louisville, we went on to have a successful season and qualified for the Champions League,” said Krösche. “The conditions here are excellent: a great hotel, close proximity to the airport, and a very productive relationship with Louisville City FC. We can’t afford to waste time during pre-season, everything has to be perfect - and it is.”

In Louisville, close attention is paid to what Eintracht do, with the club seen as a role model in terms of infrastructure and youth development. “Eintracht is considered a benchmark not only in Germany but throughout Europe,” said O’Connor. “It feels very good to have them by our side. We look really closely at how they support and develop talented youngsters. Our goal in Louisville is to create more opportunities for children and young people.” Within this context, the LouCity President also touched on the role of youth development in generating transfer revenue.

“We need to create the conditions that make kids want to come to us instead of playing football elsewhere,” said Neace, who has lived in Louisville for over 41 years. “In the coming years, we’re going to build more new pitches to give everyone the opportunity to play and enjoy the sport. I’m Louisville through and through,” he added with a grin, underlining that the club’s management is driven by a clear, focused vision.

As CEO of the Louisville Economic Development Alliance, a non-profit organisation and the primary economic development agency for Louisville-Jefferson County, Pawl highlighted the positive economic benefits that successful sports and large events bring to the community.

“Professional sports bring people together in downtown Louisville: They come for the game and then stay on afterwards,” he said, referring to the city’s bars, restaurants, shops and hotels. “We want to develop Louisville into a sports powerhouse over the next 20 years.”

Major events at Deutsche Bank Park

Eintracht know all about the positive impact major events bring to a city and stadium. Big concerts, two NFL games, and the 2027 UEFA Europa League final are just some of the past and future activities on the Deutsche Bank Park calendar in Frankfurt.

“The fact that this major European final is taking place at our stadium is partly a result of our club’s DNA: we’re a very international and European club,” said Hellmann. “Even our mailing address is ‘Im Herzen von Europa 1’ (‘In the Heart of Europe 1’) - a promise to Europe. It also serves as recognition of how we have embraced international competitions, filling them with life and passion. We’re very proud to host such a major event.”

On the topic of major events, the FIFA World Cup will be held across the USA, Mexico and Canada in 2026. “I’m sure it will be a great tournament and will spark a surge in interest in the sport,” said Krösche. Louisville will serve as a base camp for a national team during the tournament, offering the city a great opportunity to showcase itself and build new relationships.

The panel discussion ended with an invitation from Eintracht. “Our doors are always open,” Hellmann told the Louisville City FC representatives. A visit to Germany would allow them to experience first-hand what has been created, and is still being created, in the heart of Europe in terms of innovative formats, digital ecosystems, and the Internet of Things (IoT) across all key processes of a professional sports club and stadium operator. A jersey presentation rounded off the event successfully.