Aided awareness of selected campaigns/ initiatives in the context of diversity

The chart documents aided awareness of three diversity-related campaigns and initiatives among sports-interested respondents in Germany, surveyed in February 2023. The comparison covers two club or federation campaigns — from the DFB and VfL Wolfsburg — alongside one adidas brand campaign.

The adidas campaign "Impossible is nothing – I'm possible" records the highest awareness at 41,3%. The DFB campaign "Bund für Vielfalt" reaches 34,2%, placing it close to the share of respondents who indicate awareness of none of the listed campaigns (34,5%). VfL Wolfsburg's "Wir für Vielfalt" sits at 19,3%, the lowest value among the three named campaigns. The gap between the top campaign and the club-level campaign amounts to just over 22 percentage points. Roughly one in three respondents does not recognise any of the presented campaigns by name.