As part of its data intelligence partnership with Stadionwelt, SLC Management took a close look at the status quo in terms of stadium hygiene at Bundesliga clubs for the special "Hygiene in Sports and Event Venues" issue of Stadionwelt INSIDE 1/2022. After all, a high level of customer satisfaction when visiting a stadium should be the top priority for all event organizers and clubs. In addition to hygiene measures, especially in times of the Covid pandemic, the availability as well as the cleanliness of sanitary facilities also plays a decisive role in terms of customer satisfaction.

If fans are not satisfied with the cleanliness of sanitary facilities, they may even stop consuming, which in turn leads to millions of euros in lost revenue for the club or event organizer. In addition, the requirements and challenges with regard to hygiene have increased immensely as a result of the pandemic. Adherence to and enforcement of a stringent hygiene concept can make the difference between visiting or not visiting a stadium or event in times of health crisis.

5,326 Bundesliga fans were surveyed about the hygiene situation in the stadium at their respective favorite club.

As the accompanying graph (click on graph to enlarge) hows, cleanliness and hygiene are generally very important to fans (1.77 on a scale of 1 = very important to 5 = not important). Maximilian Madeja, Managing Director of SLC Management, also emphasizes that SLC's research shows that the issue of hygiene and cleanliness is becoming increasingly important to fans over time.

In principle, the Bundesliga clubs achieve good marks, but in no area is there a 1 before the decimal point. In addition, the gap analysis shows a clear negative difference between the expectations of the fans (importance) and the actual state (assessment). Here there is a need for action for the clubs accordingly to achieve higher customer satisfaction.

A good 52% of respondents believe that more should be invested in hygiene in the stadium. Furthermore, fans would like to see improvements in the area of waste prevention and separation, more hygiene bins, more consistent compliance with hygiene regulations and the avoidance of crowding throughout the stadium.

Individual data for target-oriented solutions
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SLC managing director Maximilian Madeja adds:

"By looking at the results as a whole, you get an important orientation for assessing the general situation, however, it is advisable to look at each club individually. Depending on the region, stadium and club, the views of the target groups and their needs on the ground naturally diverge."

To find out how your fans rate the hygiene and cleanliness in the stadium and what optimizations they would like to see, please feel free to contact us, because we have the data of your target group. More than ever, it is necessary, but also possible, for those responsible to develop solutions dynamically and based on target groups. Keyword: pre-controlling - there is no need to guess which investments will actually bear fruit in the end, in whatever form.

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To get regular customized data from your target audience, on the very topics that concern you, the Club-Information-System CIS is the optimal solution. CIS is a flexible feedback system that helps clubs optimize their club success through representative, reputable market research and consulting.

For a safe and responsible return to full stadiums with a focus on hygiene, SLC Management has also worked with TÜV Rheinland to develop an expanded "Back-to-Business Monitoring" certification offering specifically for the sporting event market. With this monitoring, you document to visitors and fans that the event is subject to demand- and hygiene-oriented monitoring as well as dynamic optimization. After all, more than 40% of those surveyed would like to see more investment in external monitoring of compliance with hygiene regulations. More information can be found here: Service Quality Sport with Back-to-Business and Hygiene Monitoring.

Publication of the article "X-Factor Hygiene" in Stadionwelt INSIDE | Issue No. 1/2022 or in the online special " Hygiene in sports and event venues": Stadionwelt | Hygiene in sports and event venues

For more information, please feel free to contact us anytime at

Jens Jaschinski

Director Consultancy

Email: jaschinski@slc-ag.com

Fon: +49 (0) 911 - 54 81 830

Tags: Bundesliga, Customer satisfaction, Data Intelligence, Hygiene, Hygiene Monitoring, Infrastructure, Infrastrukturmanagement, Madeja, SLC Management, Stadionwelt, Stadium