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DECODING THE #POPULARITYDNA: POPULARITY STUDY ON THE GERMAN FOOTBALL BUNDESLIGA - OUT NOW!

Dienstag, Dezember 2, 2025

For the eleventh time, SLC Management has published its “Popularity Study on the German Football Bundesliga,” revealing the unemotional factors that determine the popularity of Bundesliga clubs and their stakeholders. This study is the only one of its kind and the largest representative survey in Germany, with a total of over 30,000 respondents, in which popularity was recorded and measured using 18 objective and subjective criteria.

Presentation of the overall ranking at the SPORT MARKE MEDIEN Congress

The 2025 popularity study was presented on December 1, 2025, 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 and sponsors? These and many other questions relating to the concept of “popularity” were discussed by representatives of clubs—Dirk Schlünz (Managing Director, 1. FCN Marketing GmbH) and Holger Sanwald (CEO, 1. FC Heidenheim)—as well as representatives from the media—Pit Gottschalk (Publisher Fever Pit'ch & Columnist Focus Online).

[Photo Kenny Beele - from left to right: Gottschalk, Schlünz, Sanwald, Madeja]

Maximilian Madeja, Managing Partner, SLC Management:
"The background to the study is as follows: 11 years ago, we decided that we had to move away from the single question ‘Which club do you like?’. Instead, we wanted to de-emotionalize the construct of “popularity” and find out what makes a club popular. The result is a study with over 600 insights and 18 objective and subjective criteria, and we are proud that it is now being published for the eleventh time."

Pit Gottschalk (Publisher Fever Pit'ch & Columnist Focus Online):
"Popularity is not a gut feeling, but a currency that you have to earn. And it consists of many small details. And I think that's what makes SLC's popularity study so unique, because it's precisely a mixture of objective and subjective aspects that gives an overall picture. And that's why I can understand very well why the 36 clubs are divided up in this way."

Dirk Schlünz (Managing Director, 1. FCN Marketing GmbH):

"For soccer clubs, their own brand and the attractiveness of the brand are extremely important. Partners and sponsors are primarily looking for the popularity and credibility of soccer brands. That's why popularity and credibility are extremely important for brands and, of course, for soccer clubs, because ultimately everyone wants to buy a product that is as popular as possible."

Holger Sanwald (CEO, 1. FC Heidenheim):

“Ultimately, we all want our clubs to be popular, because that's what our product thrives on. And if there is a way to measure popularity, then it's very important to take a differentiated approach, because there are very different facets of popularity.”

The top 5 ranking of the most popular clubs

FC Bayern has once again come out on top this year, retaining its first place. This is the tenth time in eleven editions that FC Bayern has topped the rankings. As in the previous year, BVB takes second place. As the study refers to the 2024/25 season, the podium is completed by a second division club. Hamburger SV manages to place third in the overall ranking of all 36 clubs, ahead of 16 Bundesliga clubs and 17 second division clubs. Two other second division clubs at the time of the survey also made it into the top 10. 1. FC Köln secured fifth place and 1. FC Nürnberg came in at number 10.

But what criteria are specifically responsible for this? And how can clubs and their partners also benefit economically from these unique findings? The 11th edition of the popularity study by SLC Management answers these questions.

Popularity: More than just a like

Based on a representative pre-test of 6,750 fans, members, and other stakeholders, the study first determined how popularity is composed from the perspective of fans and customers and which criteria are relevant for assessing the popularity of a club. The result is a comprehensive analysis of the concept of popularity that is relevant to the entire football market and reveals in detail the strengths, weaknesses, and opportunities for clubs and their stakeholders.

This allows every player in and around the world of football to be accurately assessed in terms of individual attributes, identify their own potential for improvement, understand this potential, and ultimately take targeted action to be more economically successful.

Interpretations, background information, and recommendations for action also provide starting points for communication and marketing measures as well as for controlling the involvement of clubs and their partners in the Bundesliga. After all, popularity is based on real facts that can be actively influenced and thus exploited economically.

The complete study can be found in our Insight Store: Popularity Study: German Football League 2025

Further publications of the study: