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DECODING THE #POPULARITYDNA - 2020 BUNDESLIGA POPULARITY STUDY

Montag, Dezember 14, 2020

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

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

Which club in the Bundesliga is the most popular and why? Which criteria are decisive? How do the 18 clubs in the 2019/20 Bundesliga season perform in terms of these criteria?

These are the questions answered by SLC Management's 2020 popularity survey in the wake of the Corona pandemic. After the success of the previous editions with publications, among others, in the Handelsblatt and the FAZ, this year the 6th edition of the only meta-study that dynamically decodes the popularity DNA of the Bundesliga clubs in more than 15 criteria each year was created and thus reveals the adjusting screws of popularity.

We define the term in more detail with a unique approach of market orientation. In a pre-test, 6,500 football fans throughout Germany were asked in a representative way how popularity is composed from the fan and customer perspective and which criteria are relevant for assessing the popularity of a club. Consequently, these criteria were the subject of this study.

The following criteria were taken into account in the meta-study:

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 2020 popularity study: