NHL Audience in Germany
NHL has an estimated audience of 1,690,877 people in Germany. 32.7% are female, 67.3% are male, average age 34.6. Top regions: Bayern, Nordrhein-Westfalen, Baden-Württemberg. Top brand affinities: Alaska, Google Analytics, Tuscany, Sailor, Golden Gate.
The average NHL fan in Germany is 34.6 years old, more male, and lives primarily in Bayern. The audience is concentrated in Bayern, Nordrhein-Westfalen, Baden-Württemberg. Top brand affinities include Alaska, Google Analytics, Tuscany, with strongest over-indexing on Alaska (20× the country average). Demographically, the NHL audience skews more male with an average age of 34.6, and over-indexes on personality traits such as Patriotism, Sports Activity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Sports · Type: Event · Subtype: Ice hockey
Demographics of NHL fans
| Metric | Value |
|---|---|
| Female | 32.7% |
| Male | 67.3% |
| Average age | 34.6 |
| Estimated audience size | 1,690,877 |
Audience persona
The typical NHL fan in Germany is more male, around 34.6 years old, with strong Patriotism tendencies and a notable affinity for Alaska.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Bayern | 542,749 | 1.84× |
| Nordrhein-Westfalen | 461,946 | 1.15× |
| Baden-Württemberg | 307,437 | 1.23× |
| Niedersachsen | 173,060 | 0.97× |
| Hessen | 143,753 | 1.03× |
| Sachsen | 101,391 | 1.13× |
| Rheinland-Pfalz | 92,845 | 1.01× |
| Berlin | 82,635 | 1.01× |
| Schleswig-Holstein | 59,066 | 0.9× |
| Brandenburg | 56,063 | 0.99× |
| Thüringen | 40,576 | 0.87× |
| Hamburg | 39,989 | 0.97× |
| Sachsen-Anhalt | 33,637 | 0.71× |
| Mecklenburg-Vorpommern | 25,547 | 0.73× |
| Bremen | 14,136 | 0.9× |
| Saarland | 12,867 | 0.57× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Alaska | 20× | Travel & Leisure |
| Google Analytics | 11.24× | Internet & Social Media |
| Tuscany | 20× | Travel & Leisure |
| Sailor | 20× | Travel & Leisure |
| Golden Gate | 20× | Games |
| Jura Mountains | 20× | Travel & Leisure |
| Minnesota | 14.89× | Travel & Leisure |
| Rajasthan | 20× | Travel & Leisure |
| Kerala | 7.27× | Travel & Leisure |
| Ida (film) | 9.9× | Movies & TV |
| Gil Ofarim | 1.95× | Music & Radio |
| Food quality | 14.13× | Food & Beverages |
| Nebraska | 12.12× | Travel & Leisure |
| St Matthew Passion | 16.16× | |
| JVC Kenwood | 20× | Technology & Electronics |
| Handmade Gifts | 2.36× | Kids & Family |
| JDSU | 3.75× | Business & Career |
| Progressive rock | 1.72× | Music & Radio |
| Building insulation | 4.6× | Home & Garden |
| Buddy – The Buddy Holly Story | 4.79× | Music & Radio |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Patriotism | CONSERVATISM | 1.34 |
| Sports Activity | POWER | 1.24 |
| Luxury Orientation | PREMIUM | 1.22 |
| Early Adopter Mentality | POWER | 1.17 |
| DIY Mentality | THRILL | 1.15 |
| Sustainability | BALANCE | 1.14 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 44.1% |
| Canada | 16.1% |
| Japan | 2.9% |
See NHL audiences in other countries
More Ice hockey audiences in Germany
- Will Smith (1,514,353)
- Eisbären Berlin (1,035,402)
- Leon Draisaitl (919,846)
- Stanley Cup (854,974)
- Ice Hockey World Championships (767,679)
Frequently asked questions
How many fans does NHL have in Germany?
NHL has an estimated audience of 1,690,877 people in Germany, concentrated in Bayern and Nordrhein-Westfalen.
What is the gender split and age of NHL fans?
32.7% of NHL fans are female, 67.3% are male, with an average age of 34.6 years.
Which brands do NHL fans like most?
NHL fans show strongest brand affinity for Alaska (20×), Google Analytics (11.24×), and Tuscany (20×) over the country average.
Where do NHL fans live in Germany?
NHL fans in Germany are most concentrated in Bayern (reach 542,749), Nordrhein-Westfalen (reach 461,946), and Baden-Württemberg (reach 307,437). These three regions account for the largest share of the active audience.
What other brands do NHL fans also like?
Beyond NHL itself, the audience over-indexes on Google Analytics (11.24×), Tuscany (20×), Sailor (20×), and Golden Gate (20×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for NHL. 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.