Student Consulting Project 2024: Hamburger Derby

HHL Students have the unique opportunity to participate in one of the many exciting Student Consulting Projects (SCP) offered annually. These projects allow students to gain valuable hands-on experience by working on real-world cases, not only enhancing their skills but also building important connections for future. One of the standout projects in 2024 was an evaluation of the world-renowned equestrian competition, the “Hamburger Derby,” in collaboration with its organizer, En Garde Marketing.

A Guided Path to Success

For Luise Melzer, Niklas Fortmann, Meng Huang, and Daniel Barofke, this year’s task was to evaluate the significance of the Hamburger Derby for the city of Hamburg and its stakeholders. Over the course of five months, the students were responsible for organizing and structuring their approach, ultimately presenting their findings in a final presentation to the supervising HHL chair, Prof. Dr. Henning Zülch and the CEO of En Garde Marketing, Volker Wulff. Throughout this period, the students were regularly guided by the chair, who provided mentorship when needed.

A Unique Experience

The project was not just about work—it also involved exciting experiences. The key moment of the project was attending the Hamburger Derby itself, which took place from May 8th to May 12th. During these days, the students put their prepared online forms into action, conducted personal interviews, and interviewed representatives of event sponsors as well. This meant in practice walking around the venue, watching thrilling competitions, engaging with CEOs of event sponsors, visiting the VIP lounge, and even sitting one table behind Germany’s former Minister of Finance, Christian Lindner. Not a bad day at the office, right?

The Hamburger Derby: A Success Story

The students’ work shed light on how significantly the city of Hamburg and its stakeholders benefit from the Derby each year. Equestrian sports not only align with Hamburg’s guiding principles but also bring substantial financial returns. An estimated €47.5 million in net value was calculated as the economic impact generated by the event, helping the city and its stakeholders reap considerable profits. Moreover, the concept of the Hamburger Derby, with its renowned competition and challenging course, proved to be appealing beyond the local level. Based on these findings, the students and representatives of En Garde Marketing were able to derive key insights for future events and competitions.

An Experience to Remember

Learning through a real-life case study, collaborating with industry leaders, taking full responsibility for your own work, and working in a field you are passionate about, all while receiving expert guidance—this is an experience many students would love to have. While it’s a great addition to the CV, the real value lies beyond that. The students learned how to communicate with influential people, manage projects independently, and come up with creative solutions to challenges. And of course, participating in one of the world’s leading equestrian events, with the project partner addressing nearly every issue that arose, made this an unforgettable experience.