The demand for women's league soccer in Germany
A summary of the research:
The article "The Demand for Women's League Soccer in Germany" investigates the factors influencing stadium attendance in the Frauen-Bundesliga (FBL), the top division of women’s soccer in Germany. The study analyzes data from 1,848 matches over 14 seasons (1998-2012), employing panel regressions to assess trends in attendance and the variables affecting demand. The findings indicate that while overall attendance has increased, growth is inconsistent at the club level. Key determinants of attendance include consumer loyalty (habit persistence), team quality, match significance (such as championship relevance), costs, and weather conditions. Interestingly, national team success did not have a lasting impact on league attendance, although the 2011 Women's World Cup hosted in Germany generated a short-term boost in spectatorship.
Despite the gradual increase in attendance, the research highlights that women's soccer in Germany remains a niche product consumed by a dedicated core audience, with limited mainstream appeal. Factors such as the quality of stadiums and urban locations were found to have little influence on attendance, while loyal fans and the sporting quality of the teams played a more significant role. The article suggests that more aggressive marketing strategies could help improve attendance, but stresses the importance of FBL teams building a sustainable fan base.
Key Takeaways:
Consumer loyalty plays a significant role in Frauen-Bundesliga attendance, with repeat visitors forming the core audience for most matches.
Match quality and importance matter: Attendance increases when matches involve higher-ranked teams or have championship relevance, but general match uncertainty is less important to fans.
External factors, such as weather and distance, influence attendance more than stadium quality or urban location, pointing to the importance of convenience for fans.
Authors: Henk Erik Meier, Mara Konjer and Marcel Leinwather
You can read the entire article here.
