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Willingness to pay a premium in favour of the club sponsor by product category
The survey compares willingness to pay a sponsor premium across six categories — from sports merchandise to insurance — among Bundesliga and 2. Bundesliga fans.
PREMIUM
Source
Source
ONE8Y
Origin
Origin
Survey period
Survey period
07/13/2026 - 07/14/2026
Survey country
Survey country
Germany
Sample
Sample
n=912 people interested in soccer (top 2 on 4-point scale) with a favourite soccer club, of which n=562 Bundesliga fans and n=302 2. Bundesliga fans
Question
Question
Would you be willing to pay more for a brand that sponsors your favourite soccer club than for a comparable competing product, in the following product categories?