The sports marketing agency ONE8Y has presented further market research results from its global sports business database (ONE8Y DB) on the effects of the energy crisis on German sport. As part of a representative market research study among 1,031 sports enthusiasts aged 16 to 69 in Germany, which can now be found in the database, specific aspects of the individual consequences for the sport were surveyed - with some drastic results.

For half of the sports enthusiasts surveyed (50% of around 40 million sports enthusiasts aged 16 to 69 in Germany), it is foreseeable that they will have to make considerable savings in the area of sport due to rising energy costs and inflation. According to the survey results, the savings potential is 23% per month (equivalent to €14) per person interested in sport in Germany. On the assumption of 20 million people interested in sport who are planning to make savings, German sport is threatened with a loss of revenue of €280 million per month!

Dr. Michael Zengel, Managing Partner of ONE8Y, comments: “The results are very alarming and will hit the already struggling sport even harder. The loss of sales will be difficult or impossible to compensate for - especially as the duration of the planned savings for 47% of respondents on the consumer side is 12 months or longer.”

In addition, 13% of respondents stated in the survey that they intended to cancel their club membership due to the energy crisis and inflation. In this context, 61% of club members stated that their club was planning cost-saving measures (such as switching off hot water, turning off showers, switching off floodlights, etc.).

For 20% of people interested in sports in Germany, inflation is already a very big problem, so they do not know whether they will be able to pay their bills in the next 3 months. To counteract the increased costs, 78% of sports enthusiasts plan to reduce their electricity consumption, 74% want to lower their room temperature and 65% want to reduce their consumption of hot water in the future.

Hendrik Fischer, CEO of ONE8Y, adds: “The coming months can be existentially threatening and also pose major economic challenges outside of organized sport. Whether it's spending on pay-TV subscriptions such as Sky or DAZN, stadium visits or the purchase of fan merchandise - a significant reduction in willingness to pay will be noticeable in multiple areas. This makes it all the more important to constantly monitor this development and provide valid data.”

Source: ONE8Y DB, October 2022, n=515 people interested in sports in Germany who are planning cost-cutting measures. Question: How long do you plan to make these savings?

Source: ONE8Y DB, October 2022, n=1,031 people interested in sports in Germany. How would you rate your willingness to spend on the following product groups and services in the sports sector compared to the last 2 months? Answer: “I will spend less money”.

The study results are excerpts from the world's first license-based market research database for the sports business, called ONE8Y DB. This database contains valid market research data from over 40 countries on a wide range of sports marketing and business information. All further information on the database can be found atwww.one8y-db.com.