Current company information at a glance.

In this overview we keep you informed about our current projects, activities and more.

SLC short study on sustainability in the Bundesliga: "Insights for assessing the sustainability of clubs"

  • How do the Bundesliga clubs' commitments to sustainability differ?
  • What type of sustainable commitment is most important to fans?
  • How do fans rate the clubs' commitments?

MUST-HAVE progress study for jersey sleeve sponsors! The jersey sleeve study Ed.7 by SLC - now available in the Insight Store!

The 7th edition of the Shirt Sleeve Study by SLC provides clubs and sponsors with valuable insights into how to make the most of the potential of shirt sleeve sponsorship. The generally high and constant acceptance of sponsorship, the low disruption factor among fans and the influence of sponsors' involvement on fans' purchasing behavior are just some of the many key findings of this study. These and many other findings of the study support jersey sleeve sponsors or companies that would like to become jersey sleeve sponsors in making the right decision regarding the right commitment and optimal activation.


SLC Insights on sports betting sponsorship | 70.2% of fans want a ban

For years, the involvement of betting providers and online casinos in sport, and in the Bundesliga in particular, has been the subject of debate and controversy, because: gambling addiction is a major issue in Germany - many people are affected or at risk of it. And yet most Bundesliga soccer clubs have a partner from the gambling industry. The betting and gambling industry is therefore one of the biggest sponsors in the Bundesliga.
Against this background and the developments this season,

SLC has addressed this issue and surveyed more than 5,600 soccer fans in Germany's only representative Bundesliga panel with registered participants from all clubs.


#InstantInsights - Road to Fan 2024 - How people become fans

Fans are the central and most important asset for clubs, as most of the clubs' campaigns and measures are aimed at them and the clubs' revenue is therefore largely directly dependent on the fans. It is therefore essential for clubs to know their most important target group in order to serve them perfectly. But where does the "fan journey" begin, how does a person become a fan? SLC Management has addressed this issue and surveyed Bundesliga fans in Germany's only representative panel with registered participants.



"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

Merchandising in sports - sustainability as an opportunity for the Bundesliga

Sustainability in the production and distribution of goods is gaining importance across various industries. In the world of sports, and specifically in merchandising, this issue is becoming increasingly relevant. A recent survey among Bundesliga fans sheds new light on the willingness to pay more for sustainable products. The results could inspire both clubs and fans.



Tracking the DNA - popularity from a unique perspective

The abstract term "popularity" is often limited to the emotional level or merely broken down to the simple question of likeability. But the popularity of Bundesliga clubs is expressed in many different criteria and is associated with far-reaching monetary effects.
For this reason, SLC Management has once again taken on the task of compiling the annual popularity study and answering the following questions:
  • Which Bundesliga soccer club is the most popular and why?
  • What makes a club popular in the first place?
  • How do the 18 clubs in the 2021/22 Bundesliga season perform in terms of these criteria?

​SLC Management partners new Bundesliga commercialization report by SPONSORs

We are proud and excited to be partner of the 2022 report on the Bundesliga commercialization published by the prestigious sports business magazine SPONSORs. The study includes plenty of valuable insights into the sponsoring KPIs of Germany’s top tier.

SLC Management offers outstanding expertise along your sponsorship journey! We create concepts for both parties and measure the sustainable success through transparency and controlling.


MUST-HAVE study for jersey sleeve sponsors! - The jersey sleeve study by SLC is available now!

Since the 2017/18 season, all clubs in the Bundesliga and 2nd Bundesliga have been allowed to independently market the advertising space on the left sleeve of their jerseys and present it during Bundesliga matches. As this marketing product was a novelty for all stakeholders at the time and it is still a marketing space that has not been fully explored today, this empirical study and qualitative analysis aims to assess the benefits and impact of the engagement on the target group in order to better understand the associated new lucrative opportunities and potential for clubs and sponsors.


X-Factor #Hygiene - The exclusive SLC survey on hygiene in Bundesliga stadiums

As part of its data intelligence partnership with Stadionwelt, SLC Management took a close look at the status quo in terms of stadium hygiene at Bundesliga clubs. After all, a high level of customer satisfaction when visiting a stadium should be the top priority for all event organizers. In addition to hygiene measures, especially in times of the Corona pandemic, the availability and cleanliness of sanitary facilities also play a decisive role in terms of customer satisfaction.


#INSTANTINSIGHTS - Sponsorship Check: Sponsorship Models and Industry Analysis from the Fan Perspective

Since the beginning of sponsorship, the motivation for companies that opt for this type of marketing has been sales. On the way to said goal, however, there are different approaches and strategies, which are also accepted differently by the fans. Since fans are usually the main target group of sponsors, the view and acceptance of fans is of high importance for the success of a sponsorship engagement. Therefore, SLC surveyed the fans of the German Football League "Bundesliga" on this topic. (n=5,218)


Car beats public transport: The #study on transport infrastructure in the Bundesliga

As part of its data intelligence partnership with Stadionwelt, SLC Management took a close look at the Bundesliga's transport infrastructure for the second time for the current issue of Stadionwelt INSIDE 5/2021.


STUDY: Fan Return to Stadiums - On the Way to Normality?

Slowly but surely, Bundesliga stadiums are filling up again. After a long period of ghost games, followed by a cautious, gradual return of fans to the stadium, capacity is now being increased again immensely in many places, or capacity restrictions are even being lifted completely. Uniform admission regulations? Not a chance! That's why SLC Management initiated and designed a study right at the start of the pandemic to examine fan attitudes on the subject of a safe return to stadiums. After all, fans are the ultimate target group of concepts under discussion, are affected by measures and are essential for the potential utilization of permitted capacities.


Regional economic study for Fortuna Düsseldorf was a complete success

Gemeinsam mit Fortuna Düsseldorf und Oberbürgermeister Dr. Stephan Keller präsentierte SLC Management am 15.10.2021 der Öffentlichkeit die Ergebnisse der Regionalökonomischen Studie.



Which club in the Bundesliga is the most popular and why? Which criteria are decisive? How do the 18 clubs in the 2020/21 Bundesliga season perform in terms of these criteria? These questions are answered by SLC Management's 2021 popularity study under the impression of the Corona Pandemic. The result is a holistic analysis of the popularity construct that is relevant for the entire soccer market.


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