Society values such as authenticity and sustainability have become core values. Active sports, in particular, are seen as a tool for a healthier lifestyle. Within this environment, international/professional football is viewed as “a national sport that has sold its soul”. In Germany, they focus increasingly on traditional policy as well as compensation and regulation of salaries and structures. Thus, teams of the German Football League are falling further behind in international competitions as well as in the “big business”.  Many clubs are foregoing investments in entertainment and focus on sports again. The fan base is strongly oriented on the region and the amateur sector is developing into a “small growth market”.

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