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The football club market - Germany

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Number of pages : ~ 40 pages
Format : Digital and PDF versions
Last update : 14/06/2023

Summary and extracts

1 Synthèse du marché

1.1 Scope of the study

The market for soccer clubs primarily includes the players of the German Football League (DFL), which is an amalgamation of the men's soccer leagues Bundesliga (18 clubs) and 2nd Bundesliga (18 clubs).

According to forecasts, the global CAGR for soccer between 2020 and 2027 is estimated to be 18.3% [Allied Market Research]. In Germany, soccer is still the most popular sport today and the German market for soccer accounts for a large share of the global market . In 2020, 3.15 million people aged 14 and older in Germany reported playing soccer frequently [AWA, 2020]. In addition, the German Football Association ranks as the largest association within FIFA, with more than 24,000 soccer clubs and around 7 million members [DFB, 2021].

The DFL organizes and markets these clubs and generates revenue from a variety of sources, including television rights, sponsorship, ticket sales, and merchandising. In the 2022/2023 season, Bundesliga revenues increased by 3.9% compared to the previous season. The 2nd Bundesliga also generated strong revenue growth and generated record revenues this season [DFL].

The most popular clubs in Germany are FC Bayern (293,000 members), Borussia Dortmund (168,163 members) and Schalke 04 (160,023 members). In addition, 1. FC Köln, Eintracht Frankfurt, Borussia Mönchengladbach and Hambourg SV are also some of the most popular clubs in Germany as well as worldwide with more than 100,000 members [90min].

Currently, some reasons can however be mentioned by some soccer fans and experts as possible factors for a supposed decrease in the attractiveness of the Bundesliga. These include, above all, the dominance of FC Bayern, which won the championship for the eleventh time in a row last season. Also the economic inequality, which is argued by a financial gap between top clubs and the rest, leads to a diminishing interest of the Bundesliga. In addition, the Bundesliga has fewer star players and international exposure compared to other European leagues, such as the English Premier League or Spain's La Liga. The migration of some of Germany's top talent abroad may contribute to the Bundesliga being perceived as less attractive.

The following market study looks at current trends in the industry as well as the market structure and competitive situation of the market.

2 Analyse de la demande

3 Structure du marché

4 Analyse de l'offre

5 Règlementation

6 Positionnement des acteurs

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