Rascasse Audience Intelligence

Hamburger SV Fan Demographics in Germany

Hamburger SV has an estimated audience of 7.4M people in Germany.

#18among Soccer in Germany
#12among teams in Germany
#42in Sports

The average Hamburger SV fan in Germany is 36.8 years old, more male, and lives primarily in Schleswig-Holstein.

By number of fans, Hamburger SV ranks #10 among the 18 Bundesliga teams in Germany.

Its fans are 0.7 years older than the group average of 36.1.

Women make up 30.5% of the fan base, 1.5 percentage points more than the group average.

Compared with the other 17 Bundesliga teams, Hamburger SV fans stand out for their interest in Holstein Kiel, FC St. Pauli and Tagesschau.

In Q2/2026, search interest was −29.5% on the same quarter a year earlier; the median across the group was +7.8%.

Most fans live in Schleswig-Holstein, Niedersachsen, Hamburg.

Top affinities include Holstein Kiel, FC St. Pauli, Transfermarkt, with strongest over-indexing on Holstein Kiel (7.3× the country average).

Demographically, the Hamburger SV audience skews more male with an average age of 36.8, and over-indexes on personality traits such as Career Orientation, Healthy Lifestyle.

The typical Hamburger SV fan in Germany is more male, around 36.8 years old, with strong Career Orientation tendencies and a notable affinity for Holstein Kiel.

Category: Sports · Type: Team · Subtype: Soccer

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
7.4M
in Germany
Gender
30.5%♀
69.5% male
Age
36.8
average years
Country rank
#560
among all objects in Germany
Fig. 01

Search interest · 12-month trend

-30%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Demographics of Hamburger SV fans

30.5% are female, 69.5% are male, average age 36.8.

Fig. 02

Gender split

30.5%
Female
69.5%
Male
Demographic split for Hamburger SV audience in Germany
MetricValue
Female30.5%
Male69.5%
Average age36.8
Estimated audience size7.4M
Fig. 03

Age distribution

Ø 36.8
average years
Age distribution of the Hamburger SV audience in Germany
Age bracketShare%
16-2429%
25-3419%
35-4418%
45-5420%
55+14%
Fig. 04

Worldwide distribution

70.4%

of the worldwide Hamburger SV audience comes from Germany.

Worldwide audience distribution share by country for Hamburger SV
CountryShare
Germany70.4%
United States5.6%
Austria1.5%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Hamburger SV fans by region: top regions in Germany
#RegionReachAffinity×
01Hamburg~700K4.82×
02Schleswig-Holstein~1M4.52×
03Niedersachsen~1M1.47×
04Mecklenburg-Vorpommern~100K0.78×
05Bremen~40K0.64×
06Sachsen-Anhalt~80K0.46×
07Hessen~200K0.39×
08Berlin~100K0.37×
09Rheinland-Pfalz~100K0.36×
10Brandenburg~80K0.36×
11Nordrhein-Westfalen~500K0.35×
12Thüringen~60K0.35×
13Sachsen~100K0.30×
14Saarland~20K0.28×
15Baden-Württemberg~200K0.27×
16Bayern~200K0.21×
Fig. 06

Affinity by region

Affinity by region — Hamburger SV, Germany
0.21×1.00×4.82×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Hamburger SV audience vs. the country average
#·InterestCategoryAffinity×
01Holstein KielSports7.30×
02FC St. PauliSports7.20×
03TransfermarktSports4.58×
04Hannover 96Sports4.44×
05SV Werder BremenSports4.41×
06RB LeipzigSports4.25×
073. LigaSports4.02×
08Sport BildSports3.59×
09FC Schalke 04Sports3.28×
10Borussia MönchengladbachSports3.25×
112. BundesligaSports3.22×
12SportschauSports2.69×
13VfB StuttgartSports2.60×
14Eintracht FrankfurtSports2.51×
15Borussia DortmundSports2.37×
16TagesschauMovies & TV2.26×
17FIFA World CupSports1.99×
18FC Bayern MunichSports1.91×
19SportsSports1.78×
20Business and industryBusiness & Career1.51×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Hamburger SV audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Hamburger SV audience vs. the country average · What stands out
TraitClusterDeviationScore
Career OrientationPOWER1.11×
Healthy LifestyleBALANCE1.10×
Sports ActivityPOWER1.10×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Hamburger SV audience vs. the country average · Rather not
TraitClusterDeviationScore
IndividualismJOY0.78×
ExtroversionTHRILL0.80×
SustainabilityBALANCE0.83×
0×1.00× baseline2×
Appendix

Explore more audiences

More Soccer audiences in Germany

Related rankings

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in Germany with measurable interest in Hamburger SV over the last 12 months. Modelled, not counted; people interested in several teams count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/de/hamburger-sv-3341” · Methodology