Bundesliga in focus: How fans can change the game!

Bundesliga in focus: How fans can change the game!

A recent study on fan centricity in the Bundesliga has provided new insights into the relationship between clubs and their supporters. Scientist of the Technical University of Munich, the German Sports University Cologne and the Hanover University analyzed the views of 53 current and former Bundesliga managers compared to the views of 1,590 fans. The study published in the *European Sport Management Quarterly* makes it clear that incorrect self-assessment by clubs can lead to a loss of credibility and fan engagement.

The results show that around 50 percent of clubs assess their fan centricity realistically. However, a third of clubs present themselves as more fan-centric than fans perceive, while 18 percent underestimate their relationship with fans. The differences are particularly striking at Bayern Munich, FC St. Pauli and Hertha BSC, who overrated themselves, while FC Schalke 04, Hamburger SV and 1. FC Nürnberg underestimated their fan proximity. The study authors recommend that management should not view fan-centricity as just a PR measure to avoid loss of trust.

Growing fan engagement strategies

Bundesliga clubs are showing increasing engagement in their local communities, which is particularly visible in initiatives for youth programs, community services and events with schools. The Fan engagement strategies vary from open training sessions to community day events to charity tournaments. Clubs recognize the importance of strong bonds with their fans and community. Such initiatives foster a sense of belonging and pride among followers.

One example is Bayern Munich's “Football for All” program, which promotes inclusion, while Borussia Dortmund launched the “Young Talent Festival” for youth development. RB Leipzig, on the other hand, is committed to a “Neighborhood Clean-Up” campaign to improve the quality of life in the area. By using digital platforms, fans can be included in interactions and their feedback can be collected. Bayern Munich's virtual fan meet-ups increased participation by 50 percent, and RB Leipzig's mobile app increased user interactions by 70 percent.

Technological advancements and fan preferences

An international study by IBM shows that fans' sports consumption behavior and engagement preferences are changing. Over 18,000 sports fans from ten countries, including Germany, were surveyed. A notable trend is that younger fans (18-29 years old) are optimistic and open to technologies such as artificial intelligence (AI) that are intended to improve the digital sports experience. In particular, real-time updates and personalized content are of high priority.

The survey found that 43 percent of German fans aged 18 to 29 believe in the positive effects of AI. In contrast, older fans (aged 45 and over) prefer more traditional consumption options. The study highlights that clubs are increasingly using social media and mobile apps to interact with their fans and reach new audiences. Targeted advertising campaigns attempt to appeal to diverse demographic groups, which further strengthens fan engagement.