Fanerwartungen an die EURO 2024 – Ergebnisse einer empirischen Untersuchung

Major sporting events (Sport Mega Events, SME), such as the FIFA World Cup or the UEFA European Championship, are significant for the host countries in many ways. The high level of national and international attention they attract provides an opportunity to showcase the country to potential investors, tourists, and customers, and to gain prestige. The tournament matches draw millions of fans to the stadiums and are watched by billions on TV and digital media, with their implications and background being intensely discussed. Preparing for major events requires significant investment in stadiums and infrastructure from the host countries. The sale of tickets, TV and advertising rights, as well as increased demand for goods—for example, in the hospitality and tourism sectors—lead to significant economic benefits for the host countries. Pre- and post-event activities, as well as the hosting of major events, can have far-reaching cultural, social, and even political impacts. Major events are shaped to a large extent by the behavior of spectators at the games, visitors to “fan zones,” and residents of the host cities. These stakeholders react not only to their team’s performance on the field but also to the overall atmosphere during a tournament and the conditions inside and around the stadiums. Tailoring an event to fans’ preferences and the dynamics of their relationships is therefore of great importance. For this reason, this article examines fans’ expectations for the 2024 UEFA European Championship (“EURO 2024”), which will take place in Germany. In addition to purely sporting expectations, the analysis includes broader expectations regarding the tournament itself, as well as the conduct of the national team and other stakeholders in the context of the tournament. The primary source of information is an online survey of soccer fans in Germany.