Study: Brand trust in professional soccer

In a representative study Sasserath x MUTABOR shows what brands in world of professional soccer need to bring to the table in order to be strong and sustainable.

Which brands in professional soccer are considered particularly likeable? Which soccer brands do Germans trust most? And which brand would the respondants miss the most if it were gone tomorrow? The Future Proof Brand Monitor, conducted by Sasserath x MUTABOR, shows the public’s perception of soccer-clubs, -associations, athletes and marketers.
The online survey of more than 1,000 soccer-interested people aged 16 and over shows a low level in professional soccer among younger people and reveals SC Freiburg as the big winner. Jürgen Klopp and Christian Streich are seen as the most influential figures. The study was conducted in May 2022. *

Heinrich Paravicini, founder and COO, MUTABOR
“In terms of branding, soccer still has a way to go. ”

“We noticed that the innovations in professional soccer aren’t in training methods or sustainability concepts, but in eSports, gaming and partnerships. We’re also seeing that in young target groups, it’s not the clubs, but the players themselves that are perceived as important brands. In my opinion, clubs have to invest in innovative formats and narrative in order to win Gen Z and Gen Alpha in the future.”