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10th anniversary: The popularity study on the Bundesliga 2024
The decoding of the popularity DNA celebrates its 10th anniversary at the SPORT MARKE MEDIEN Congress in Munich.
For the tenth time, SLC Management is revealing the de-emotionalised levers of popularity for Bundesliga clubs and their stakeholders as part of its "Bundesliga Popularity Study". This study is the only one of its kind and the largest representative survey with a total of over 30,000 respondents across Germany, in which popularity was recorded and measured in 18 objective and subjective criteria.
Presentation of the anniversary edition at the SPORT MARKE MEDIEN congress
On the occasion of the 10th anniversary, the study was presented on 2 December 2024 at the SPORT MARKE MEDIEN Congress as part of the leading trade fair ISPO in a high-profile panel discussion. What is the connection between popularity and economic success? And how can these findings be used for communication and marketing measures by clubs & sponsors? These and many other questions relating to the construct of "popularity" were discussed by representatives from clubs - Stefan Mennerich (Director Media & Communications, FC Bayern Munich), Carsten Cramer (Managing Director, Borussia Dortmund) and Rouven Kasper (Director of Marketing & Sales, VfB Stuttgart)- as well as representatives from the media - Christian Falk (Head of Football, BILD Group) - and academia - Dr Andreas Fürst (holder of the Chair of Marketing at Friedrich-Alexander-Universität Erlangen-Nürnberg).
[Photo from left to right: Madeja, Fürst, Falk, Kasper, Mennerich, Cramer]
Maximilian Madeja, Managing Partner, SLC Management:
"The background to the study is as follows: 10 years ago, we said to ourselves that we had to move away from this single question "Which club do you like?". Instead, we wanted to de-emotionalise the construct of "popularity" and find out the popularity DNA. The result is a 55-page study with 18 objective and subjective criteria, and we are proud that it is now being published for the tenth time."
Rouven Kasper, Board Member for Marketing & Sales at VfB Stuttgart:
"There are so many factors that influence the popularity of a club, such as active work on the brand or with the fan scene, marketing initiatives, sponsorship issues, catering and the stadium experience, etc., that it is important that the club's popularity is measured by the number of fans. That's why it's important that the popularity study takes a 360-degree approach and doesn't just focus on sporting success."
Prof. Dr Andreas Fürst, Chair of Marketing at Friedrich-Alexander-Universität Erlangen-Nürnberg:
"Popularity is a very complex construct and we know from various studies that the more complex a construct is, the more questions I need to be able to capture this construct reliably, validly and accurately. This approach therefore also enables approaches for the management of the clubs: where do I need to start and where is everything already in the green zone?"
Christian Falk, Head of Football, BILD Group:
"More and more fans are finding it difficult not to like FC Bayern. Of course, that's also down to players like Harry Kane. The captain of the England national team in the Bundesliga naturally interests everyone."
The top 5 ranking of the most popular clubs
At the top this year, FC Bayern can once again assert itself in first place. This is the ninth time in ten editions that FC Bayern has topped the rankings. As in the previous year, BVB took second place. The new German champions Bayer 04 Leverkusen jumped nine places from 12th to third, securing a place on the podium. The runners-up from Stuttgart also moved up nine places to take 4th place behind Bayer 04 Leverkusen. These two clubs are therefore the big winners in the anniversary edition of the SLC Management popularity study.
The top five is completed by SC Freiburg (2023: 3rd place)
But what criteria are specifically responsible for this? And how can clubs and their partners also benefit economically from these unique insights? The 10th edition of the popularity study by SLC Management answers these questions.
[Photo: Gabriele Griessenböck; from left to right Stefan Mennerich, FCB & Carsten Cramer, BVB at SPORT MARKE MEDIEN]
Popularity: More than just a Like
Based on a representative pre-test of 6,750 fans, members and other stakeholders, the first step was to determine how popularity is made up from the fan and customer perspective and which criteria are relevant for assessing the popularity of a club. The result is a holistic analysis of the popularity construct that is relevant for the entire football market and reveals in detail the strengths, weaknesses and opportunities for clubs and their stakeholders.
This enables every player in and around football to precisely identify individual attributes, recognise their own potential for improvement, understand these and ultimately act in a targeted manner in order to be more economically successful.
Interpretations, background information and recommendations for action also offer starting points for communication and marketing measures as well as controlling the involvement in the Bundesliga for clubs and their partners.
Because popularity is based on real facts that can be actively influenced and therefore utilised economically.
You can find the complete study in our Insight Store: Beliebtheitsstudie Fußball Bundesliga 2024
For more information, please contact us at any time
Jens Jaschinski
Director Consultancy
E-mail: jaschinski@slc-ag.com
Phone: +49 (0) 911 - 54 81 830
