Is the handball fan dying out? - Handball’s ageing fanbase sparks urgent call for sports modernisation
Handball legend Stefan Kretzschmar has urged the sports industry to modernise its appeal to attract younger fans. Current data shows that while handball retains a large following, its audience is ageing—raising concerns about its long-term relevance in the sports world.
A recent study by sports marketing agency ONE8Y found that 23 million Germans consider themselves handball fans. Yet, despite growing interest among younger generations, the sports industry struggles to engage them effectively beyond traditional broadcasts.
Television figures highlight the challenge. In November, 2.4 million viewers tuned in to watch Germany’s men’s team face Iceland on ZDF. Two-thirds of them were aged 60 or older. Similarly, the Women’s World Championship final on ARD drew nearly six million viewers, but only 1.27 million fell into the 14–49 age bracket.
Fan clubs reflect this trend. The Füchse Berlin supporters’ group has around 210 members, with an average age of about 60. Fewer than 25 of them are under 30. Recruiting younger members has become increasingly difficult for many Bundesliga clubs. Yet, there are signs of progress. The Handball-Bundesliga (HBL) has seen growth on digital platforms like TikTok, YouTube, and Instagram, where younger audiences are more active. According to ONE8Y, 52 percent of Gen Z handball fans reported a rise in their interest over the past three years. Half of them also said celebrity endorsements would boost their engagement—something the sports industry currently lacks. Kretzschmar believes handball must adapt by embracing influencers, Twitch streamers, and a stronger lifestyle focus. Without high-profile figures who resonate beyond the sports industry, he warns, handball risks losing touch with the next generation.
The numbers reveal a clear gap: handball’s TV audience remains predominantly older, while digital growth points to untapped potential in the sports industry. Kretzschmar’s call for modernisation aligns with younger fans’ preferences for interactive, celebrity-driven content. Whether the sports industry can bridge this divide will determine its ability to stay relevant in the coming decades.
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