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DECODING THE #POPULARITYDNA - POPULARITY STUDY FOR THE BUNDESLIGA 2023

Mittwoch, Dezember 20, 2023

"Because a like doesn't make you popular"

Study reveals parameters for economic success and popularity of a club
High budget and sporting success not necessarily responsible for popularity
Attractiveness, platform quality, value and popularity of the club as influencing factors in sponsor commitment

Following the success of the previous editions with publications in Handelsblatt and FAZ, among others, the popularity DNA of all Bundesliga clubs has now been decoded and examined for the ninth time in a row by SLC Management as part of the "Popularity Study on the Bundesliga".

This study is the only one of its kind and the largest representative study with over 30,000 respondents throughout Germany, in which popularity was recorded and measured in 18 objective and subjective criteria.After Borussia Dortmund overtook Munich last year, FC Bayern Munich once again took first place in SLC Management's popularity survey this year. BVB is in second place. Both clubs are not only in the top group for the objective criteria, but also for the subjective criteria, confirming their national dominance and consistency. SC Freiburg climbs three places onto the podium and secures 3rd place (2022: 6th place). The Breisgau club is therefore one of the biggest winners in this year's popularity study.

But which criteria are specifically responsible for this? How do the 18 clubs in the 2022/23 Bundesliga season perform in terms of the 18 criteria? And how can clubs and their partners also benefit economically from these unique findings? These questions are answered in the 9th edition of the popularity study by SLC Management.

Based on a representative pre-test of 6,750 fans, members and other stakeholders, it was first determined how popularity is composed 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 soccer market and reveals in detail the strengths, weaknesses and opportunities for clubs and their stakeholders.

This enables every player in and around soccer to precisely identify individual attributes, recognize 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 of involvement in the Bundesliga for clubs and their partners.

Because popularity is based on real facts that can be actively influenced and are therefore economically exploitable.