Germany Attitudes towards Spectator Sports Market Report 2023
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As participation in spectator sports is fairly low, providers can entice non-viewers through exciting, social viewing experiences (eg unique atmosphere in stadium; public viewing at pubs). Silvia Hondt, Research…

Germany Attitudes towards Spectator Sports Market Report 2023

£ 2,195 (Excl.Tax)


Stay ahead of the curve and future-proof your business with Mintel’s Germany Attitudes towards Spectator Sports Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest industry trends and consumer behaviours affecting the market for spectator sports in Germany.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

  • A detailed outlook on the Germany spectator sports market, including expert insights and market drivers.
  • The short-, medium- and long-term impact of inflation on spectator sports in Germany.
  • Participation in spectator sports in Germany.
  • Behaviour towards watching live sports with a focus on sustainability, human rights, value alignment, and technological development.
  • Attitudes towards women’s sports.
  • How your business can tap into opportunities to increase your Germany spectator sports market share.

Overview of the Germany Spectator Sports Market

Mintel’s market research on spectator sports in Germany shows that sports enthusiasts, particularly football fans, are eager to visit sports events again after COVID-19 prevented them from attending matches in person.

However, as a result of the cost-of-living crisis, younger viewers in particular are cutting back on spectator sports. Hence, brands need to demonstrate value for money, for example, with bundle tickets, to maintain their Germany spectator sports market share.

Spectator Sports in Germany: What Consumers Want and Why

  • Participation in Spectator Sports in Germany & Consumer Behaviour: 49% of sports viewers don’t plan to change their behaviour towards watching sports in spite of high inflation. Younger viewers, however, are most likely to do so. They are more likely to spend money on various leisure activities, therefore, they have to make choices about how to balance their spending, fuelling competition across leisure providers.
  • Spectator Sports Trends: Sustainability and human rights are gaining traction with German sports viewers, especially since the FIFA World Cup Qatar 2022, which caused heated discussions on those issues. With the UEFA Euro 2024 in Germany focusing on sustainability, this will push awareness even more, making it crucial for organisers to take on greater responsibility.

The Future of the Market for Spectator Sports in Germany

  • To make watching sports more appealing to non-viewers and to increase their Germany spectator sports market share, brands can look to the UK, where watching sports in pubs likely contributes to high numbers of viewers as it offers socialising opportunities. This presents opportunities to target non-viewers through social viewing offers.

To learn how to connect with your audience, purchase our full Germany Attitudes towards Spectator Sports Market Report 2023. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Brands Discussed in this Report

Brands: FIFA, LEGO, REWE, DFB, Telekom, Amazon, Netflix, Sky, Disney+, RTL+, DAZN, Apple, Joyn, Maxdome, and many more.

Additional Features Included with Your Purchase

  • Interactive Data Book: This gives you unlimited access to a consumer confidence tracker that is segmented into 25 different demographic categories.
  • Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as Word and Excel.
  • Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trend pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Insights on Participation in Spectator Sports in Germany

This report, written by Silvia Hondt, Senior Research Analyst, delivers in-depth commentary and analysis to highlight current spectator sports trends in Germany and add expert context to the numbers.

As participation in spectator sports in Germany is fairly low, providers can entice non-viewers through exciting, social viewing experiences, for example, the unique atmosphere in a stadium or public viewing events at pubs.

Silvia Hondt
Silvia Hondt
Senior Research Analyst – Travel & Leisure

Table of Contents


    • Key issues covered in this Report
    • Market context
    • Opportunities

    • The German economy
    • Graph 1: key economic data, in real terms, 2019-24
    • The impact of the economy on spectator sports
    • Graph 2: concert/sporting event participation in the next/last three months and financial confidence, 2023
    • Graph 3: spending behaviour, 2022
    • Experience economy
    • Social and environmental responsibility
    • Graph 4: consumers who try to act in a way that is not harmful to the environment*, 2022
    • Sports broadcasting
    • Graph 5: paid-for video streaming services used to watch content on-demand in the last three months, 2022

    • Live sports watched
    • Graph 6: live sports watched, 2023
    • Graph 7: repertoire of types of live sports watched, by age, 2023
    • Methods of watching live sports
    • Graph 8: methods of watching live sports, by type of sport, 2023
    • Cost-of-living crisis
    • Graph 9: expected behaviour changes as a result of the rising cost-of-living, 2023
    • Behaviour towards watching live sports
    • Graph 10: behaviour towards watching live sports, 2023
    • Women’s sport
    • Graph 11: attitudes towards women’s sports, 2023

    • Advertising and marketing activity

    • Appendix – products covered, abbreviations, consumer research methodology and language usage

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

Below is a sample report, understand what you are buying.

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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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