德甲联赛影响力分析报告-培训课件外文版2024.5拜仁勒沃库森多特蒙德汉堡

INDUSTRIES

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MARKETSBundesligaCHAPTER

01FinancialoverviewRevenueoftheBigFivesoccerleaguesinEuropefrom2012/13to2021/22,withaforecastto2023/24,byleague(inmillioneuros)RevenueoftheleadingEuropeansoccerleagues2012-2024,byleaguePremierLeagueBundesligaLaLigaSerieALigue17,5006,5005,5004,5003,5002,5001,5005002012/132013/142014/152015/162016/172017/182018/192019/202020/212021/222022/232023/243Description:Inthe2021/22season,EnglishPremierLeagueclubsgeneratedmorerevenuethanallBundesligaandLaLigaclubscombined,withatotalrevenueofaround6.44billioneuros.Thishasbeenforecasttoriseto6.66billioneurosby2023/24.Meanwhile,Ligue1generatedtheleastrevenueoutoftheBigFiveleagues,withatotalrevenueofjustovertwobillioneuros.ReadmoreNote(s):Europe;2012/13to2021/22Source(s):DeloitteTotalrevenueoftheBundesligafrom2008/09to2021/22(inmillioneuros)Bundesligatotalrevenue2008-20224,5004,0003,5003,0002,5002,0001,5001,00050002008/09

2009/10

2010/11

2011/12

2012/13

2013/14

2014/15

2015/16

2016/17

2017/18

2018/19

2019/20

2020/21

2021/224Description:In2021/22,thetotalrevenueoftheBundesligaamountedtoover3.6billioneuros,representingasmallincreaseonthepreviousyear.TheGermanfirstdivisionhasbeenwonbyBayernMunichon33occasions.

ReadmoreNote(s):Germany;2008/09to2021/22Source(s):DFLRevenueoftheBundesligafrom2008/09to2021/22,bystream(inmillioneuros)Bundesligarevenue2008-2022,bystreamMatchrevenueAdvertisingMediarevenueTransfersMerchandisingOthertakings4,5004,0003,5003,0002,5002,0001,5001,00050002008/09

2009/10

2010/11

2011/12

2012/13

2013/14

2014/15

2015/16

2016/17

2017/18

2018/19

2019/20

2020/21

2021/225Description:In2021/22,Bundesligaclubsearnedover276millioneurosinmatchrevenue,representinganincreaseofover1000percentonthepreviousseason.Meanwhile,mediarevenueamountedtoover1.38billioneuros.

ReadmoreNote(s):Germany;2008/09to2021/22Source(s):DFLTotalexpenditureoftheBundesligafrom2008/09to2021/22(inmillioneuros)Bundesligatotalexpenditure2008-20224,5004,0003,5003,0002,5002,0001,5001,00050002008/09

2009/10

2010/11

2011/12

2012/13

2013/14

2014/15

2015/16

2016/17

2017/18

2018/19

2019/20

2020/21

2021/226Description:In2021/22,theBundesliga'stotalexpenditurereachedover3.8billioneuros,representingaslightincreaseonthepreviousseason.Meanwhile,theleague'srevenueoverthesameperiodamountedtojustover3.6billioneuros.

ReadmoreNote(s):Germany;2008/09to2021/22Source(s):DFLBreakdownofBundesligaexpenditurefrom2008/09to2021/22(inmillioneuros)Bundesligaexpensesbreakdown2008-2022Payrollcostsformatchoperations4,500Commercial/administrativestaffTransfersMatchoperationsYouth,amateurs,academiesOther4,0003,5003,0002,5002,0001,5001,00050002008/09

2009/10

2010/11

2011/12

2012/13

2013/14

2014/15

2015/16

2016/17

2017/18

2018/19

2019/20

2020/21

2021/227Description:In2021/22,Bundesligaclubsspentnearly1.5billioneurosonsalariesformatchdaystaff,representingasmalldecreaseonthepreviousseason.Meanwhile,spendingontransfersincreasedtoover841millioneuros.

ReadmoreNote(s):Germany;2008/09to2021/22Source(s):DFLTotalnumberofpeopleemployedintheprofessionalsoccerindustryinGermanyfrom2019/20to2021/22NumberofpeopleemployedintheGermanprofessionalsoccerindustry2019-202260,00052,78648,37250,00040,00030,00020,00010,00026,18302019/202020/212021/228/statistics/282839/employees-of-german-bundesliga-clubsIn2021/22,professionalsoccerprovidedemploymentfornearly50,000peopleinGermany,representinganincreaseofover84percentonthepreviousseason.Bundesligaclubsgeneratedatotalof3.6billioneurosinrevenueinthesameseason.

ReadmoreNote(s):Germany;2019/20to2021/22;includingdirectandindirectemploymentSource(s):DFLCHAPTER

02Brandvalue&sponsorshipsBrandvalueoftheBigFivesoccerleaguesinEuropefrom2018to2023,byleague(inmillioneuros)BrandvalueoftheleadingEuropeansoccerleagues2018-2023,byleaguePremierLeagueLaLigaBundesligaSerieALigue110,0009,0008,0007,0006,0005,0004,0003,0002,0001,000020182019202020212022202310Description:In2023,thePremierLeaguehadacombinedbrandvalueofninebillioneuros,morethananyotherleagueinEurope'sBigFive.Meanwhile,LaLigarankedsecond,withabrandvalueofjustoverfourbillioneuros.

ReadmoreNote(s):Europe;2018to2023Source(s):BrandFinanceBrandvalueofleadingsoccerclubsworldwidein2023(inbillioneuros)Mostvaluablesoccerclubsworldwide2023,bybrandvalueBrandvalueinbillioneuros0.00.20.40.60.81.01.21.41.6ManchesterCityRealMadrid1.511.46Barcelona1.371.361.36ManchesterUnitedLiverpoolParisSaint-GermainBayernMunichArsenal1.131.10.910.90.86TottenhamHotspurChelsea11Description:In2023,ManchesterCityhadthehighestbrandvalueofanysoccerclubworldwide,estimatedat1.51billioneuros.TheCitizenshadanextremelysuccessful2022/23season,winningtheUEFAChampionsLeagueforthefirsttime.Meanwhile,RealMadridrankedsecond,withabrandvalueof1.46billioneuros.ReadmoreNote(s):Worldwide;2023Source(s):BrandFinanceBrandvalueofselectedclubsintheBundesligainGermanyfrom2011to2018(inmillionU.S.dollars)BrandvalueofselectedGermanBundesligaclubs2011-20182011201278622726620138602602592014896327313201593332630220168672802232017122251933814533225620814019415915520181406587384347273266262172166165156133123BayernMunichBorussiaDortmundSchalke04493125135RBLeipzig*Bayer04Leverkusen*VfLWolfsburg*BorussiaMönchengladbach*EintrachtFrankfurt*TSGHoffenheim*HerthaBSC*6466908211691135116861751191735568123110WerderBremenAugsburg68799488Mainz05*9212Description:ThestatisticdepictsthebrandvalueofthemostvaluableGermanfootballteamsfrom2011to2018.BayernMunichhadabrandvalueof1.41billionU.S.dollarsin2018.ReadmoreNote(s):Germany;2011to2018;*SourcedoesnotprovidefiguresforeveryyearReadmoreSource(s):BrandFinanceAnnualrevenueearnedfromshirtsponsorshipdealsbyclubsintheBundesligain2023/24,byclub(inmillioneuros)YearlyvalueofshirtsponsorshipdealsintheBundesliga2023-2024,byclubAnnualrevenueinmillioneuros010203040506070VfLWolfsburg(Volkswagen)BayernMunich(Telekom)BorussiaDortmund(1&1)RBLeipzig(RedBull)60503535EintrachtFrankfurt(Indeed)Bayer04Leverkusen(Barmenia)BorussiaMönchengladbach(Flatex)VfBStuttgart(Winamax)108877SVWerderBremen(Matthäi)FCAugsburg(WWK)6.56.51.FCKöln(Rewe)1.FCUnionBerlin(Paramount+)TSG1899Hoffenheim(SAP)65.913Description:VfLWolfsburgearnedmorefromtheirshirtsponsorthananyotherBundesligaclubin2023/24,withtheirdealwithcarmanufacturerVolkswagenbeingworthupto60millioneurosperseason.Thiswassignificantlymorethanmostotherclubsintheleague.ReadmoreNote(s):Germany;2023/24;mainsponsoronlySource(s):KickerAnnualrevenueearnedfromstadiumnamingrightsintheBundesligainGermanyin2021/22,byclub(inmillioneuros)YearlyvalueofstadiumnamingrightsintheGermanBundesliga2021-2022,byclubAnnualrevenueinmillioneuros01234567BorussiaDortmund(SignalIdunaPark)BayernMunich(Allianz-Arena)66EintrachtFrankfurt(Deutsche-Bank-Park)TSG1899Hoffenheim(PreZero-Arena)1.FCKöln(RheinEnergieStadion)5.54.53.5Bayer04Leverkusen(BayArena)31.FSVMainz05(Mewa-Arena)2.2FCAugsburg(WWK-Arena)2VfLBochum(Vonovia-Ruhrstadion)ArminiaBielefeld(Schüco-Arena)0.80.70.5SpVggGreutherFürth(SportparkRonhof|ThomasSommer)14Description:Inthe2021/22season,BayernMunichreceivedsixmillioneurosasapartofastadiumnamingrightsdealwiththefinancialservicesproviderAllianz.BayernMunicharealsothehighestpayingclubintheGermanBundesliga.Theiraverageannualplayersalaryinthe2022/23seasonwas11millioneuros,whileatVfLBochum,thelowestpayingclubintheBundesliga,itwas0.25millioneuros.ReadmoreNote(s):Germany;2021/22Source(s):KickerCHAPTER

03RecordsClubswiththemostBundesligatitlesasof2023MostGermansoccertitles1903-2023,byclubNumberoftitles05101520253035BayernMunichFCNürnberg339BorussiaDortmundSchalke04877HamburgerSVBorussiaMönchengladbachVfBStuttgart55FCKaiserslauternWerderBremenFCKöln44333FCLokLeipzigSpVggGreutherFürthDresdnerSC216Description:Asof2023,BayernMunichhadwonthemostGermansoccertitles,withatotalof33.TheteamfromBavariahaswontheleagueeveryyearsince2013,narrowlyovercomingBorussiaDortmundongoaldifferencein2022/23.

ReadmoreNote(s):Germany;1903to2023;includespre-BundesligatitlesSource(s):ClubswiththemostDFBPokaltitlesasof2023MostDFBPokaltitles1935-2023,byclubNumberoftitlesBayernMunich20WerderBremenBorussiaDortmundEintrachtFrankfurtSchalke046555FCNürnberg44FCKölnVfBStuttgart333BorussiaMönchengladbachHamburgerSVFCKaiserslauternFortunaDüsseldorf1860Munich22217Description:Asof2023,BayernMunichhadwontheDFBPokalmorethananyotherclub,winningtheGermancupcompetitionon20occasions.Meanwhile,RBLeipzigdefeatedEintrachtFrankfurt2-0inthe2022/23finaltoclaimtheirsecondcuptitle.ReadmoreNote(s):Germany;1935to2023Source(s):TransfermarktPlayerswhohavewontheBundesligathemosttimesasof2023MostBundesligatitles1963-2023,byplayerNumberoftitles0246810121214ThomasMüllerManuelNeuer11RobertLewandowskiDavidAlaba1010999JaviMartínezJérômeBoatengFranckRibéry18Description:Asof2023,ThomasMüllerhadwonmoreBundesligatitlesthananyotherplayer,withatotalof12.TheBayernMunichforwardalsorankedamongthetopgoalscorersinFIFAWorldCuphistory.Meanwhile,goalkeeperManuelNeuerrankedsecond,with11Bundesligatitles.ReadmoreNote(s):Germany;1963to2023Source(s):TransfermarktPlayerswhohavescoredthemostgoalsintheBundesligaasof2023LeadinggoalscorersintheBundesliga1963-2023Numberofgoalsscored050100150200250300350400365GerdMüllerRobertLewandowskiKlausFischer312268JuppHeynckesManfredBurgsmüllerClaudioPizarroUlfKirsten220213197182179StefanKuntzKlausAllofs177177DieterMüller19Description:Asof2023,GerdMüllerwastheBundesliga'sall-timetopscorer,withatotalof365goals.Thethree-timeEuropeanCupwinnerspentmostofhiscareeratBayernMunich,winningtheBallond'Orin1970.ReadmoreNote(s):Germany;asofSeptember18,2023Source(s):DFBPlayerswhohavemadethemostappearancesintheBundesligainGermanyasof2023PlayerswiththemostappearancesintheBundesliga1963-2023Numberofmatchesplayed3000100200400500600602700Karl-HeinzKörbelManfredKaltzOliverKahn581557552546535534520518512KlausFichtelMirkoVotavaKlausFischerEikeImmelWilliNeubergerMichaelLameckUliStein20Description:Asof2023,Karl-HeinzKörbelheldtherecordforthemostappearancesintheBundesliga,withacareertotalof602.TheformerEintrachtFrankfurtdefenderwontheDFBPokalfourtimeswiththeclub,aswellastheUEFACup.

ReadmoreNote(s):Germany;1963to2023Source(s):TransfermarktAverageannualsalaryofplayersintheBundesligainGermanyin2022/23,byclub(inmillioneuros)AverageyearlysalaryofGermanBundesligaplayers2022-2023,byclubAverageannualsalaryinmillioneuros024681012BayernMunichRBLeipzigBorussiaDortmundBayer04LeverkusenBorussiaMönchengladbachVfLWolfsburg113.273.051.561.311.251.21TSGHoffenheimSchalke04EintrachtFrankfurtHerthaBSC0.870.780.740.631.FCKölnFCAugsburgSCFreiburg0.620.6121Description:Inthe2022/23season,BayernMunichhadthehighestaverageannualsalaryintheGermanBundesligaatapproximately11millioneuros.Thiswassignificantlyhigherthanotherclubsintheleague,includingBorussiaDortmundat3.05millioneuros.Meanwhile,Bochumpaidtheleastonaverage,withatypicalannualsalaryof0.25millioneuros.ReadmoreNote(s):Germany;2022/23Source(s):CapologyHighestpaidplayersintheBundesligain2023/24(inmillioneuros)LeadingBundesligaplayers2023-2024,byannualsalaryAnnualsalaryinmillioneuros05101520252530HarryKane(BayernMunich)ManuelNeuer(BayernMunich)ThomasMüller(BayernMunich)LeroySané(BayernMunich)2120.52019.518.87JoshuaKimmich(BayernMunich)SergeGnabry(BayernMunich)LeonGoretzka(BayernMunich)KingsleyComan(BayernMunich)MatthijsdeLigt(BayernMunich)Min-jaeKim(BayernMunich)1817161222/statistics/1423445/bundesliga-highest-earnersIn2023/24,alloftheBundesliga's10highestearnersplayedforBayernMunich,withHarryKaneearninganannualsalaryofaround25millioneuros.Meanwhile,goalkeeperManuelNeuerearnedabasesalaryofaround21millioneurosperyear.

ReadmoreNote(s):Germany;2023/24;basesalaryonlySource(s):CapologyManagerswhohavewontheBundesligathemosttimesasof2023MostBundesligatitles1963-2023,bymanagerNumberoftitles0123456789UdoLattekOttmarHitzfeldHennesWeisweilerJuppHeynckesFelixMagath8744333OttoRehhagelPepGuardiola23Description:Asof2023,UdoLattekhadwontheBundesligamoretimesthananyothermanager,witheighttitlesintotal.LattekhadsuccessesatbothBayernMunichandBorussiaMönchengladbach,winningtheEuropeanCupwiththeformerin1974.ReadmoreNote(s):Germany;1963to2023Source(s):TransfermarktMostexpensivetransfersinvolvingBundesligaclubsinGermanyasofNovember2022(inmillioneuros)MostexpensivetransfersinvolvingGermanBundesligaclubs1963-2022Transferfeeinmillioneuros20

4006080100120140140160OusmaneDembélé(BorussiaDortmundtoBarcelona,2017)JadonSancho(BorussiaDortmundtoManchesterUnited,2021)KaiHavertz(BayerLeverkusentoChelsea,2020)85808076LucasHernández(AtléticoMadridtoBayernMunich,2019)KevinDeBruyne(VfLWolfsburgtoManchesterCity,2015)MatthijsdeLight(JuventustoBayernMunich,2022)6764ChristianPulisic(BorussiaDortmundtoChelsea,2019)Pierre-EmerickAubameyang(BorussiaDortmundtoArsenal,2018)LukaJovi(EintrachtFrankfurttoRealMadrid,2019)63.7563ErlingHaaland(BorussiaDortmundtoManchesterCity,2022)NabyKeïta(RBLeipzigtoLiverpool,July2018)606024Description:AsofNovember2022,OusmaneDembélé'smovetoBarcelonaremainedtheBundesliga'smostexpensivetransfer,withBorussiaDortmundreceiving140millioneurosfortheFrenchinternationalbackin2017.ThehighestfeepaidbyaBundesligaclubwas80millioneuros,paidbyBayernMunichtosignLucasHernándezfromAtléticoMadridin2019.ReadmoreNote(s):Germany;asofNovember29,2022Source(s):TransfermarktCHAPTER

04AttendanceAverageattendanceoftheBigFivesoccerleaguesinEuropefrom2013/14to2022/23,byleagueAverageattendanceoftheleadingEuropeansoccerleagues2013-2023,byleagueBundesligaPremierLeagueLaLigaSerieALigue150,00045,00040,00035,00030,00025,00020,00015,00010,0005,00002013/142014/152015/162016/172017/182018/192019/202020/212021/222022/2326Description:In2022/23,theBundesligawasthebest-attendedleagueoutoftheBigFive,withanaverageattendanceofjustunder43,000.ThetopdivisionforsoccerinGermanysawattendancesincreasesignificantlyfollowingtheliftingofcoronavirus(COVID-19)restrictions,withcrowdsaround92percentlargerthanthepreviousyear.Meanwhile,theEnglishPremierLeaguesawaveragecrowdsofjustover40,000.

ReadmoreNote(s):Europe;2013/14to2022/23Source(s):TransfermarktAveragematchdayattendancesintheBundesligainGermanyin2022/23,byclubAveragematchattendanceintheBundesliga2022-2023,byclubAverageattendance30,000

40,000010,00020,00050,00060,00070,00080,00090,000BorussiaDortmundBayernMunichSchalke0481,