Dr. Ralph Scherzer, MBA, MA
I help organisations connect audience relationships, digital systems and the work behind them. My experience spans professional sport, media and premium brands. Owned Fan Relationships and the Fan Relationship System provide the foundation; AI Discovery and workflow implementation extend how organisations are found and how their teams deliver.
athlete → team level → league level — that’s why Brand & Story thinks differently than traditional consultants.
On this page
The Fan Relationship System —
distilled from three levels of experience.
The Fan Relationship System is not a theoretical model. It emerged from 20+ years of practice: as an athlete, as Communications Director of a UCI WorldTour team, as Digital Product Director of a professional league, and as founder of a boutique consultancy.
Story-Layer
Narrative foundation, content with system logic, Relational Brand Model. From 8 years of storytelling for BORA-hansgrohe.
Platform layer
Identity, First-Party Data, digital ecosystem. Greenfield build Web/App/Fantasy at Saudi Pro League: +470% MAU, +908% Sessions YoY.
Value Creation layer
D2C, membership, Sponsoring Intelligence, event communications. €500k+ D2C in year 1. World-class events on three continents.
The journey. No theory — lived practice.
Professional cyclist. National U23 Champion Austria. 30+ international victories.
10 years of professional cycling at international level. This perspective is present in every mandate:
what truly moves fans, what athletes need, what organizations systematically overlook.
Not a consultant who writes about sport — someone who was inside it.
City Marketing · Lecturer (Sportmarketing FH/Uni) · Alpine Ski WCS Schladming · Swiss Global Partner AG
First years after active sport: city marketing, lecturing at universities and colleges (sports marketing), event management at international level (Alpine Ski World Championships Schladming) and business development in an international context.
Co-Owner & Managing Director, evcom GmbH
Founding and building an event and communications agency with an international focus on top-tier events and Premium Brands. Over a decade of responsibility for concept, strategy and implementation of complex communications projects.
Overall management of the opening ceremony. Coordination of all communication levels for one of Europe’s most significant cultural events.
Global media attention. Communications strategy for Eliud Kipchoge’s marathon world record attempt in Vienna. Coordinated global media coverage.
Co-founded, overall responsibility. International catamaran racing series with top teams such as Alinghi Red Bull Racing, HRM Racing Team and Team Rockwool Racing.
Long-term communications and brand mandates for international premium brands in Sport, Lifestyle and Entertainment.
Communications Director & Board Member, BORA-hansgrohe (UCI WorldTour).
8 years of responsibility for communications, storytelling, D2C and digital development at the highest level.
Story layer and monetization layer of the Fan Relationship System — built in practice.
Senior Director Strategy & Business Development, SPL Media House.
Strategic responsibility for business development and partnerships at the media arm of the Saudi Pro League.
Digital Product Director, Saudi Pro League.
Complete digital ecosystem of one of the fastest-growing football leagues in the world.
Greenfield build: Web, App, Fantasy — Platform layer and Identity Layer of the Fan Relationship System in real time.
Founder & Managing Director, Brand & Story.
Brand & Story consolidates this 360° experience in strategic mandates for
professional sports organizations, media companies and D2C brands.
For organizations that are ready to build a true Fan Relationship System.
Academic background.
UCN · 2015–2016
Donau-Universität Krems · 2010–2012
Donau-Universität Krems · 2008–2010
Vanderbilt University · 2025
Core Competencies.
- Agentic AI & Workflow Implementation
- AI Discovery & Brand Visibility
- Digital Strategy & Execution
- Digital Product & Platform Development
- Fan & Customer Relationship Systems
- Identity & First-Party Data Strategy
- Audience Monetization & D2C
- Sponsorship & Brand Activation
- Strategic Storytelling & Content Systems
- Operating Models & Team Enablement
“I didn’t think about sport digital as a consultant. I built it — under pressure, with real budgets, for real rights holders. The Fan Relationship System is the result.””
— Ralph Scherzer, Founder Brand & Story
30 min · Free · No pitch
Advisory
How I work.
Strategic advisory, project mandates and executive workshops — direct access, no agency layer.
Connect the work your team repeats.
Turn recurring research, coordination and content tasks into AI-assisted workflows with defined outputs, human review and team ownership. Start with one scoped process, then test its value in practice.
Explore AI Workflows ↗