Sports Audience in Germany
Sports has an estimated audience of 34,604,395 people in Germany. 50.7% are female, 49.3% are male, average age 38.6. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Credit (finance), Private school, Fish oil, 77Onlineshop, Ritz-Carlton Hotel Company.
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 Career Orientation, Sustainability. Compared to the country baseline, this audience shows distinctive patterns across 5 brand affinities and 16 regions tracked by Rascasse.
Category: Sports · Type: Topic · Subtype: Lifestyle cluster
Demographics of Sports fans
| Metric | Value |
|---|---|
| Female | 50.7% |
| Male | 49.3% |
| Average age | 38.6 |
| Estimated audience size | 34,604,395 |
Audience persona
The typical Sports fan in Germany is balanced, around 38.6 years old, with strong Career Orientation tendencies and a notable affinity for Credit (finance).
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 7,804,548 | 1.03× |
| Bayern | 7,102,132 | 1.28× |
| Baden-Württemberg | 5,554,018 | 1.18× |
| Hessen | 3,003,530 | 1.14× |
| Niedersachsen | 2,722,452 | 0.81× |
| Rheinland-Pfalz | 1,927,335 | 1.11× |
| Berlin | 1,495,562 | 0.97× |
| Sachsen | 1,327,666 | 0.78× |
| Hamburg | 1,130,255 | 1.45× |
| Schleswig-Holstein | 988,927 | 0.8× |
| Brandenburg | 866,289 | 0.81× |
| Thüringen | 719,455 | 0.82× |
| Sachsen-Anhalt | 635,210 | 0.71× |
| Saarland | 571,240 | 1.34× |
| Mecklenburg-Vorpommern | 387,079 | 0.59× |
| Bremen | 356,203 | 1.2× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Credit (finance) | 1.5× | Business & Career |
| Private school | 1.56× | Kids & Family |
| Fish oil | 2.85× | Health |
| 77Onlineshop | 1.6× | Shopping |
| Ritz-Carlton Hotel Company | 2.1× | Travel & Leisure |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Career Orientation | POWER | 1.54 |
| Sustainability | BALANCE | 1.52 |
| Spirituality | BALANCE | 1.52 |
| Urban Lifestyle | OPEN | 1.41 |
| Early Adopter Mentality | POWER | 1.35 |
| Risk Appetite | THRILL | 1.34 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 20.3% |
| Japan | 8.3% |
| India | 5.0% |
See Sports audiences in other countries
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)
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 7,804,548), Bayern (reach 7,102,132), and Baden-Württemberg (reach 5,554,018). 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.
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.