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DECODING THE #POPULARITYDNA - POPULARITY STUDY 2021 ON THE SOCCER BUNDESLIGA

Donnerstag, Oktober 14, 2021

Tracking the DNA - popularity from a unique perspective - in a unique season...

Which Bundesliga soccer club is the most popular and why? What criteria are decisive? How do the 18 clubs in the 2020/21 Bundesliga season perform in terms of these criteria?

SLC Management's 2021 popularity survey answers these questions in the wake of the Corona pandemic. After the success of the previous editions with publications, among others, in Handelsblatt and FAZ, this year the 7th edition of the only meta-study was created, which annually dynamically decodes the popularity DNA of the Bundesliga clubs in 18 criteria and thus reveals the adjusting screws of popularity.

The popularity of Bundesliga clubs is expressed in many different criteria and is associated with far-reaching monetary effects. Nevertheless, the abstract concept of "popularity" is often limited to the emotional level or merely broken down to the simple question of likeability.

We define the term in more detail with a unique market orientation approach. In a pretest, 6,500 people interested in soccer throughout Germany were asked in a representative manner how popularity is composed from the fan and customer perspective and which criteria are relevant for assessing the popularity of a club. Consequently, these became the subject of this study. In addition, the criteria were adjusted due to the pandemic this year. However, the representativeness and validity of the data remain unaffected beyond doubt, as all fans surveyed were always affected in the same way and all criteria were equally influenced by the effects of the pandemic.The result is a holistic analysis of the popularity construct that is relevant for the entire football market. Interpretations, background information and recommendations for action offer starting points for communication and marketing measures as well as controlling of the investment or commitment in the Bundesliga.

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Media links to the 2021 popularity study: