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SBD Global/January 29, 2013/Marketing and Sponsorship

Study Reveals Only 11 German Top-Tier Clubs From Five Leagues Considered A 'Real' Brand

A study by the German Institute for Sports Marketing (DISM) "revealed only 11 out of 86 German top-tier clubs from five different leagues can be considered a 'real' brand," according to the SID. The study took a look at the clubs of the 1st and 2nd Bundesliga, Handball Bundesliga (HBL), Basketball Bundesliga (BBL) and German Hockey League (DEL). The result of the study "is not surprising as Bundesliga record champion Bayern Munich tops the list." The football club "is recognized as a brand by 92.8% of the 4,600 sports fans who were asked for the study." However, the fact that HBL club THW Kiel (78.8%) "ranks second and 2nd Bundesliga club Eintracht Braunschweig (64.7%) has a similar recognition as Bundesliga champion Borussia Dortmund (67.2%) can be considered surprising." DISM Dir André Bühler said, "Many sports clubs consider themselves as a brand. However, whether or not they really are a brand is not decided by the clubs themselves but only by the perception of the fans" (SID, 1/24).

German Clubs Considered "Real" Brands
Rank
Club Fan Perception
League
1.
Bayern Munich 92.6% Bundesliga
2. THW Kiel
78.8% HBL
3.
FC St. Pauli
70.1% 2nd Bundesliga
4. Borussia Dortmund 67.2% Bundesliga
5.
Bayern Munich Basketball
66% BBL
6.
Brose Baskets Bamberg
65.7% BBL
7.
Eintracht Braunschweig
64.7% 2nd Bundesliga
8.
Alba Berlin
64.7% BBL
9.
Eisbären Berlin 52.4% DEL
10.
FC Kaiserslautern
50.9% 2nd Bundesliga
11.
Schalke 04
43.4% Bundesliga
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