Horst Dassler, Adidas, and the Commercialization of Sport Net Present Value (NPV) / MBA Resources

Introduction to Net Present Value (NPV) - What is Net Present Value (NPV) ? How it impacts financial decisions regarding project management?

NPV solution for Horst Dassler, Adidas, and the Commercialization of Sport case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Horst Dassler, Adidas, and the Commercialization of Sport case study is a Harvard Business School (HBR) case study written by Geoffrey G. Jones, Michael Norris, Sophi Kim. The Horst Dassler, Adidas, and the Commercialization of Sport (referred as “Horst Dassler” from here on) case study provides evaluation & decision scenario in field of Innovation & Entrepreneurship. It also touches upon business topics such as - Value proposition, Business law, Entrepreneurship, Ethics, Globalization, Marketing, Strategy.

The net present value (NPV) of an investment proposal is the present value of the proposal’s net cash flows less the proposal’s initial cash outflow. If a project’s NPV is greater than or equal to zero, the project should be accepted.

NPV = Present Value of Future Cash Flows LESS Project’s Initial Investment

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Case Description of Horst Dassler, Adidas, and the Commercialization of Sport Case Study

The case focuses on the career of Horst Dassler, the son of the founder of the German-based sports shoe manufacturer Adidas. The origins of the firm were in the interwar years, and it rose to public prominence after it provided spikes for the famous African-American sprinter in the 1936 Berlin Olympics. From the 1950s Horst cultivated relationships with athletes and national associations to expand his sports apparel business and develop sports sponsorship, competing fiercely against competitors such as Puma and Nike. During the 1970s he played a key role in commercializing the international soccer federation FIFA, including creating a television market for soccer, and he subsequently became a key force behind arranging sponsorships and broadcasting rights for the Olympics. The case explores the drivers of success of this major consumer brand, and provdes the opportunity to discuss the positives and negatives of the globalization and commercialization of sport.

Case Authors : Geoffrey G. Jones, Michael Norris, Sophi Kim

Topic : Innovation & Entrepreneurship

Related Areas : Business law, Entrepreneurship, Ethics, Globalization, Marketing, Strategy

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Calculating Net Present Value (NPV) at 6% for Horst Dassler, Adidas, and the Commercialization of Sport Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10007510)	-10007510	-	-
Year 1	3471458	-6536052	3471458	0.9434	3274960
Year 2	3958253	-2577799	7429711	0.89	3522831
Year 3	3971407	1393608	11401118	0.8396	3334470
Year 4	3238798	4632406	14639916	0.7921	2565431
TOTAL			14639916		12697693

The Net Present Value at 6% discount rate is 2690183

In isolation the NPV number doesn't mean much but put in right context then it is one of the best method to evaluate project returns. In this article we will cover -

Different methods of capital budgeting

What is NPV & Formula of NPV,
How it is calculated,
How to use NPV number for project evaluation, and
Scenario Planning given risks and management priorities.

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Capital Budgeting Approaches

Methods of Capital Budgeting

There are four types of capital budgeting techniques that are widely used in the corporate world –

1. Profitability Index
2. Payback Period
3. Internal Rate of Return
4. Net Present Value

Apart from the Payback period method which is an additive method, rest of the methods are based on Discounted Cash Flow technique. Even though cash flow can be calculated based on the nature of the project, for the simplicity of the article we are assuming that all the expected cash flows are realized at the end of the year.

Discounted Cash Flow approaches provide a more objective basis for evaluating and selecting investment projects. They take into consideration both –

1. Timing of the expected cash flows – stockholders of Horst Dassler have higher preference for cash returns over 4-5 years rather than 10-15 years given the nature of the volatility in the industry.
2. Magnitude of both incoming and outgoing cash flows – Projects can be capital intensive, time intensive, or both. Horst Dassler shareholders have preference for diversified projects investment rather than prospective high income from a single capital intensive project.

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Formula and Steps to Calculate Net Present Value (NPV) of Horst Dassler, Adidas, and the Commercialization of Sport

NPV = Net Cash In Flowt1 / (1+r)t1 + Net Cash In Flowt2 / (1+r)t2 + … Net Cash In Flowtn / (1+r)tn
Less Net Cash Out Flowt0 / (1+r)t0

Where t = time period, in this case year 1, year 2 and so on.
r = discount rate or return that could be earned using other safe proposition such as fixed deposit or treasury bond rate. Net Cash In Flow – What the firm will get each year.
Net Cash Out Flow – What the firm needs to invest initially in the project.

Step 1 – Understand the nature of the project and calculate cash flow for each year.
Step 2 – Discount those cash flow based on the discount rate.
Step 3 – Add all the discounted cash flow.
Step 4 – Selection of the project

Why Innovation & Entrepreneurship Managers need to know Financial Tools such as Net Present Value (NPV)?

In our daily workplace we often come across people and colleagues who are just focused on their core competency and targets they have to deliver. For example marketing managers at Horst Dassler often design programs whose objective is to drive brand awareness and customer reach. But how that 30 point increase in brand awareness or 10 point increase in customer touch points will result into shareholders’ value is not specified.

To overcome such scenarios managers at Horst Dassler needs to not only know the financial aspect of project management but also needs to have tools to integrate them into part of the project development and monitoring plan.

Calculating Net Present Value (NPV) at 15%

After working through various assumptions we reached a conclusion that risk is far higher than 6%. In a reasonably stable industry with weak competition - 15% discount rate can be a good benchmark.

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 15 %	Discounted Cash Flows
Year 0	(10007510)	-10007510	-	-
Year 1	3471458	-6536052	3471458	0.8696	3018659
Year 2	3958253	-2577799	7429711	0.7561	2993008
Year 3	3971407	1393608	11401118	0.6575	2611265
Year 4	3238798	4632406	14639916	0.5718	1851793
TOTAL					10474725

The Net NPV after 4 years is 467215

(10474725 - 10007510 )

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Calculating Net Present Value (NPV) at 20%

If the risk component is high in the industry then we should go for a higher hurdle rate / discount rate of 20%.

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 20 %	Discounted Cash Flows
Year 0	(10007510)	-10007510	-	-
Year 1	3471458	-6536052	3471458	0.8333	2892882
Year 2	3958253	-2577799	7429711	0.6944	2748787
Year 3	3971407	1393608	11401118	0.5787	2298268
Year 4	3238798	4632406	14639916	0.4823	1561920
TOTAL					9501857

The Net NPV after 4 years is -505653

At 20% discount rate the NPV is negative (9501857 - 10007510 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Horst Dassler to discount cash flow at lower discount rates such as 15%.

Acceptance Criteria of a Project based on NPV

Simplest Approach – If the investment project of Horst Dassler has a NPV value higher than Zero then finance managers at Horst Dassler can ACCEPT the project, otherwise they can reject the project. This means that project will deliver higher returns over the period of time than any alternate investment strategy.

In theory if the required rate of return or discount rate is chosen correctly by finance managers at Horst Dassler, then the stock price of the Horst Dassler should change by same amount of the NPV. In real world we know that share price also reflects various other factors that can be related to both macro and micro environment.

In the same vein – accepting the project with zero NPV should result in stagnant share price. Finance managers use discount rates as a measure of risk components in the project execution process.

Sensitivity Analysis

Project selection is often a far more complex decision than just choosing it based on the NPV number. Finance managers at Horst Dassler should conduct a sensitivity analysis to better understand not only the inherent risk of the projects but also how those risks can be either factored in or mitigated during the project execution. Sensitivity analysis helps in –

What can impact the cash flow of the project.

Understanding of risks involved in the project.

What are the uncertainties surrounding the project Initial Cash Outlay (ICO’s). ICO’s often have several different components such as land, machinery, building, and other equipment.

What are the key aspects of the projects that need to be monitored, refined, and retuned for continuous delivery of projected cash flows.

What will be a multi year spillover effect of various taxation regulations.

Some of the assumptions while using the Discounted Cash Flow Methods –

Projects are assumed to be Mutually Exclusive – This is seldom the came in modern day giant organizations where projects are often inter-related and rejecting a project solely based on NPV can result in sunk cost from a related project.

Independent projects have independent cash flows – As explained in the marketing project – though the project may look independent but in reality it is not as the brand awareness project can be closely associated with the spending on sales promotions and product specific advertising.

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Negotiation Strategy of Horst Dassler, Adidas, and the Commercialization of Sport

References & Further Readings

Geoffrey G. Jones, Michael Norris, Sophi Kim (2018), "Horst Dassler, Adidas, and the Commercialization of Sport Harvard Business Review Case Study. Published by HBR Publications.