Sports Audience in Germany
A data profile of the people who buy, follow and care about Sports in Germany — modelled from more than twelve digital signal sources. Sports has an estimated audience of 34,604,395 people in Germany.
The average Sports fan in Germany is 38.6 years old, balanced, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include Credit (finance), Private school, Fish oil, with strongest over-indexing on Credit (finance) (1.5× the country average).
Demographically, the Sports audience skews balanced with an average age of 38.6, and over-indexes on personality traits such as Quality Awareness, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 5 brand affinities and 16 regions tracked by Rascasse.
The typical Sports fan in Germany is balanced, around 38.6 years old, with strong Quality Awareness tendencies and a notable affinity for Credit (finance).
At a glance
The key figures that characterise the Sports profile in Germany.
Search interest · 12-month trend
Demographics of Sports fans
50.7% are female, 49.3% are male, average age 38.6.
Gender split
| Metric | Value |
|---|---|
| Female | 50.7% |
| Male | 49.3% |
| Average age | 38.6 |
| Estimated audience size | 34,604,395 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 22% | |
| 20-29 | 18% | |
| 30-39 | 20% | |
| 40-49 | 22% | |
| 50+ | 19% |
Worldwide distribution
of the worldwide Sports audience comes from Germany.
| Country | Share |
|---|---|
| United States | 20.3% |
| Japan | 8.3% |
| India | 5.0% |
Geography
Where the Sports audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Hamburg | ~1M | 1.48× | |
| 02 | Saarland | ~600K | 1.41× | |
| 03 | Bremen | ~400K | 1.25× | |
| 04 | Bayern | ~7M | 1.24× | |
| 05 | Baden-Württemberg | ~5.5M | 1.15× | |
| 06 | Rheinland-Pfalz | ~2M | 1.12× | |
| 07 | Hessen | ~3M | 1.11× | |
| 08 | Nordrhein-Westfalen | ~7.5M | 1.00× | |
| 09 | Berlin | ~1.5M | 0.93× | |
| 10 | Schleswig-Holstein | ~1M | 0.83× | |
| 11 | Thüringen | ~700K | 0.83× | |
| 12 | Niedersachsen | ~2.5M | 0.80× | |
| 13 | Brandenburg | ~800K | 0.79× | |
| 14 | Sachsen | ~1.5M | 0.77× | |
| 15 | Sachsen-Anhalt | ~600K | 0.70× | |
| 16 | Mecklenburg-Vorpommern | ~400K | 0.61× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Sports audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Fish oil | Health | 2.85× | ||
| 02 | Ritz-Carlton Hotel Company | Travel & Leisure | 2.10× | ||
| 03 | 77Onlineshop | Shopping | 1.60× | ||
| 04 | Private school | Kids & Family | 1.56× | ||
| 05 | Credit (finance) | Business & Career | 1.50× |
Personality of the Sports audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 0.91× | |
| DIY Mentality | THRILL | 0.90× | |
| Early Adopter Mentality | POWER | 0.90× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.64× | |
| Patriotism | CONSERVATISM | 0.65× | |
| Individualism | JOY | 0.66× |
Frequently asked questions
How many fans does Sports have in Germany?
Sports has an estimated audience of 34,604,395 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Sports fans?
50.7% of Sports fans are female, 49.3% are male, with an average age of 38.6 years.
Which brands do Sports fans like most?
Sports fans show strongest brand affinity for Credit (finance) (1.5×), Private school (1.56×), and Fish oil (2.85×) over the country average.
Where do Sports fans live in Germany?
Sports fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~7.5M), Bayern (reach ~7M), and Baden-Württemberg (reach ~5.5M). These three regions account for the largest share of the active audience.
What other brands do Sports fans also like?
Beyond Sports itself, the audience over-indexes on Private school (1.56×), Fish oil (2.85×), 77Onlineshop (1.6×), and Ritz-Carlton Hotel Company (2.1×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Lifestyle cluster 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)
See Sports audiences in other countries
How to read this data
Audience size is the estimated number of people in Germany who actively search for Sports. 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.
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