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#InstantInsights - Road to Fan 2025 - How people become fans

Donnerstag, Januar 15, 2026

Fans are the central and most important asset for clubs, as most of the clubs' activities and measures are aimed at them and, as a result, a large part of the clubs' revenue depends directly on the fans. It is therefore essential for clubs to know their most important target group inside out in order to be able to serve them perfectly. But where does the "fan journey" begin, and how has this journey changed over the last seven years?

Attendance at Bundesliga stadiums is at a record high. The second division is also setting new attendance records year after year. Professional soccer in Germany is known worldwide for its packed stadiums, great atmosphere, and high number of away fans. This raises the question of what motivates soccer fans to go to the stadium week after week.

SLC Management has addressed this issue and surveyed Bundesliga fans in Germany's only representative panel of registered participants (n=6,185). This study provides a comprehensive picture of the mood and opinions of fans in Germany on the subject of identification with their club.

This brief analysis provides you with 10 pages of clearly presented and annotated market research insights, including development data from 2018 to the present day.

Maximilian Madeja, Managing Director of SLC Management: "For clubs, these insights highlight the need to continuously monitor their own 'road to fan' and develop appropriate offers and services across all touchpoints – from initial socialization within the family to match day at the stadium. nbsp;It is advisable to conduct an additional club-specific evaluation of the results in order to develop tailor-made strategies for fan retention and acquisition and to ensure the long-term success of the fan journey."

If you would like to receive individual insights about your club, please contact us.