Horse racing Audience in Germany
Horse racing has an estimated audience of 1,855,231 people in Germany. 60.9% are female, 39.1% are male, average age 39.6. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Arabian horse, Equine therapy, American Quarter Horse, Saddle, Wild horse.
The average Horse racing fan in Germany is 39.6 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Arabian horse, Equine therapy, American Quarter Horse, with strongest over-indexing on Arabian horse (24.33× the country average). Demographically, the Horse racing audience skews more female with an average age of 39.6, and over-indexes on personality traits such as Indulgence, Pet Ownership. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Sports · Type: Topic
Demographics of Horse racing fans
| Metric | Value |
|---|---|
| Female | 60.9% |
| Male | 39.1% |
| Average age | 39.6 |
| Estimated audience size | 1,855,231 |
Audience persona
The typical Horse racing fan in Germany is more female, around 39.6 years old, with strong Indulgence tendencies and a notable affinity for Arabian horse.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 546,605 | 1.35× |
| Bayern | 262,206 | 0.88× |
| Baden-Württemberg | 261,148 | 1.03× |
| Niedersachsen | 226,007 | 1.25× |
| Hessen | 118,910 | 0.84× |
| Sachsen | 108,355 | 1.19× |
| Rheinland-Pfalz | 94,103 | 1.01× |
| Berlin | 69,849 | 0.84× |
| Brandenburg | 61,691 | 1.07× |
| Schleswig-Holstein | 60,543 | 0.91× |
| Sachsen-Anhalt | 56,272 | 1.17× |
| Hamburg | 45,807 | 1.09× |
| Thüringen | 36,434 | 0.77× |
| Mecklenburg-Vorpommern | 29,202 | 0.82× |
| Saarland | 22,487 | 0.99× |
| Bremen | 12,305 | 0.78× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Arabian horse | 24.33× | Pets & Animals |
| Equine therapy | 7.36× | Health |
| American Quarter Horse | 8.1× | Pets & Animals |
| Saddle | 6.67× | Sports |
| Wild horse | 9.02× | Pets & Animals |
| Fox hunting | 7.3× | Sports |
| Horse breeding | 3.79× | Pets & Animals |
| Equestrian vaulting | 12.49× | Sports |
| Horse training | 3.89× | Pets & Animals |
| Stud farm | 14.5× | Travel & Leisure |
| Barrel racing | 7.69× | Cars & Mobility |
| Pony | 4.14× | Pets & Animals |
| Equine nutrition | 3.57× | Pets & Animals |
| Horses | 2.42× | Pets & Animals |
| Horse & Rider | 3.21× | Pets & Animals |
| Natural horsemanship | 5.99× | Sports |
| Isabell Werth | 9.85× | Sports |
| Riding horse | 15.11× | Pets & Animals |
| Horse tack | 5.11× | Sports |
| Classical dressage | 5.22× | Sports |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.38 |
| Pet Ownership | JOY | 1.28 |
| Sports Activity | POWER | 1.28 |
| Luxury Orientation | PREMIUM | 1.28 |
| Travelling | THRILL | 1.22 |
| Sustainability | BALANCE | 1.11 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 20.3% |
| Japan | 15.0% |
| United Kingdom | 7.9% |
See Horse racing audiences in other countries
More Sports audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
Frequently asked questions
How many fans does Horse racing have in Germany?
Horse racing has an estimated audience of 1,855,231 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Horse racing fans?
60.9% of Horse racing fans are female, 39.1% are male, with an average age of 39.6 years.
Which brands do Horse racing fans like most?
Horse racing fans show strongest brand affinity for Arabian horse (24.33×), Equine therapy (7.36×), and American Quarter Horse (8.1×) over the country average.
Where do Horse racing fans live in Germany?
Horse racing fans in Germany are most concentrated in Nordrhein-Westfalen (reach 546,605), Bayern (reach 262,206), and Baden-Württemberg (reach 261,148). These three regions account for the largest share of the active audience.
What other brands do Horse racing fans also like?
Beyond Horse racing itself, the audience over-indexes on Equine therapy (7.36×), American Quarter Horse (8.1×), Saddle (6.67×), and Wild horse (9.02×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Horse racing. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.