Stadionatmosphäre als Erfolgsfaktor für Fanloyalität im deutschen Profifußball: Eine empirische Analyse mit Implikationen für Marketingverantwortliche

Abstract

This paper examines the influence of perceived stadium atmosphere on fan loyalty in German professional football (soccer). While previous research has primarily focused on team performance and identification as drivers of loyalty, the role of stadium atmosphere as an experiential and co-created factor has received limited empirical attention. Using a mixed-methods approach consisting of a literature review, a focus group, a Delphi study, and a quantitative online survey (n = 209), the study analyzes how perceived stadium atmosphere affects attitu-dinal and behavioral dimensions of loyalty. The results reveal a significant positive relationship between stadium atmosphere and overall fan loyalty. The effect is particularly strong for attitudinal loyalty, while behavioral loyalty is influenced to a lesser extent. Notably, the relationship proves stable across different fan segments, independent of age, membership status, stadium attendance frequency, or satisfaction with sporting success. The findings suggest that a fan-centered and authentic stadium atmosphere represents a strategic lever for strengthening long-term fan attachment and supporting the economic resilience of professional football clubs in an increasingly commercialized environment.