Research_Paper_N.Filipov.PDF

Academic Year 2015/16
BUS040X691Y Research Methods and
International Project
“German football success” – Why are Bundesliga ticket prices so cheap?
09/05/2016
Student number 01321
Tutor‟s initials
2nd marker‟s initials
Final mark

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Table of Contents
Abstract ...........................................................................................................................3
Introduction.....................................................................................................................4
Research Questions..........................................................................................................5
Literature Review.............................................................................................................6
Research Design ...............................................................................................................8
Research Instrument ........................................................................................................9
Research Methods..........................................................................................................10
Data Collection and Analysis...........................................................................................12
Ticket Price Analysis .......................................................................................................13
Thoughts of Supporters ..................................................................................................17
Conclusion......................................................................................................................25
Personal Learning Statement..........................................................................................26
References .....................................................................................................................27
Appendixes ....................................................................................................................30

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Abstract
The purpose of this research paper about ticket prices of Bundesliga, is to get understanding
how German football league – Bundesliga can be profitable, being the most attended in the
world and offering football tickets for an affordable price. My intention was to analyze
secondary data about ticket prices received from an official sources of Bundesliga clubs as a
sample, considering primary data obtained through 2 surveys to include real voice of fans
about ticket prices in Bundesliga. 140 respondents for the first survey and 319 respondents
for the second one helped to gather specific type of data required. Those surveys were
addressed to 6 most attended clubs of Bundesliga and their fans as a sample. Data was
collected and analyzed through the use of Microsoft Excel and SPSS program, that allowed
to get results of Bundesliga as a league and each club of a sample separately. Results of
research proved main argument that Bundesliga tickets are affordable and fact that
Bundesliga doing well. First of all, practical implications of this research paper would benefit
other football leagues of Europe, in a way of understanding how to build a perfect business
model for football leagues and clubs itself, model that would be profitable and would provide
best quality of football for an affordable price. The research helped to confirm facts and
studies mentioned in literature review.

4
Introduction
Why are Bundesliga tickets so cheap? This is the main argument that need to be
researched. The idea of choosing this topic for research paper is based upon my familiarity
with sports. Main objective is to discover the nature of German football success based upon
efficient ticketing model and understanding of reasons why Bundesliga is the most attended
European league in comparison to Spain‟s La Liga or English Premier League.The idea of
this research also comes from an understanding that 13 Bundesliga teamsout of 18 are
doing profit in their activities(Rowland, 2015), and most of clubs are debt-free (Smith, 2015),
but at the same time Bundesliga does not earn the same as English Premier League on
selling of TV rights. My research included usage of mixed approaches, quantitative and
qualitative. Quantitative approach was used in order to obtain information about Bundesliga
tickets from official sources of clubs as a sample, that allowed to analyze ticket pricing
models that clubs used and to make comparative analysis between clubs of
Bundesliga.Qualitative approach helped to address questionnaires to supporters, to analyze
their opinion, level of satisfaction with ticket prices and service that they receive, reasons
why they pay for it. I am as the football fan can see the results of cheap prices for
Bundesliga prices. If you are a member of a fan club of your team you can easily get a
seasonal ticket for all matches of Bundesliga for a reasonable price, if not – you will need to
pay 2-3 times more than origin value of the ticket.
From my personal experience as a football fan it would be better for me to have more
opportunities to buy a normal ticket for one match, but usually there are not a lot of tickets
that are available for everyone in free access. From a perspective of clubs, it‟s
understandable and right that clubs are trying to sell more tickets in advance and have
stadiums fully attended always. So Bundesliga clubs still have a possibility to keep ticket
prices on the same level each year and do not increase it , because wages are just 38% of
the clubs revenue while in Premier League it was 67% (and as high as 93% in one English
case) (Evans, 2013).Literature review includes current studies about Bundesliga in general,
how it was developed and how it operates nowadays , information about ticket pricing
modelsof Bundesliga clubsand information regarding consumer behavior of football fan in
general. Research paper includes introduction part, literature review, research design and
methods, research instrument that was used for analysis, quantitative and qualitative
approaches included with results of it provided, conclusion that helped to sum up everything
done before, what was learned during the course, referenced sources and appendixes
included.

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Research Questions
Due to what was included into literature review, it was discovered that Bundesliga business
model is different from another European leagues. That Bundesliga is focusing on being
profitable and at same time being responsible behind their own fans and society involved.
Ticket prices for Bundesliga matches are offered from a side of the club and those prices are
reasonable and clubs usually behaves like sustainable businesses, so usually Bundesliga
clubs follows the rules of UEFA Financial Fair Play regulations. Purpose of this study is to
find out why Bundesliga tickets are so cheap, is it good for a club and for fans, and how
Bundesliga clubs can be profitable while they selling tickets for a reasonable price. In order
to discover a right answer for it, we should focus on following questions:
1. What makes most of Bundesliga clubs profitable?
2. Why are Bundesliga tickets not expensive?

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Literature Review
Key studies
German football league as Bundesliga was evaluated by GoEuro company in 2015. GoEuro
company created together with a team of experts from OneFootball company a Football
Price Index, in order to compile and calculate the costs of attending a top division game in
25 countries, and included factors like bus, train, and air transport to an away game as well
as accommodation, food, and beverages during the matches, in a separate calculation, they
ranked the leagues based on quality of the football played by their teams, using several
world rankings including UEFA, FIFA, and third party databases, finally, they weighed each
league's ranking against the average cost of a first league ticket (GoEuro, 2015). So as
Bundesliga was included into this Index , they got some results after this survey : in ticket
price index Bundesliga took 10th
position with an average ticket price of 31,98 EUR and with
an average cost of travelling for an away game of 165,15 EUR among the 25 different
countries (GoEuro, 2015). Also this Football Price Index include Best Value League Ranking
where Bundesliga was evaluated as the first country in this ranking with the result of 12.6 for
an overall value (GoEuro, 2015).So this project proved fact that Bundesliga can bring best
quality of football for a reasonable price.
So how Bundesliga business model works? In order to discover a right answer for it we need
to know what lead to changes in Bundesliga business model before. Until the late 1990s, all
Bundesliga clubs were 100% owned by members and fans who paid to become part of the
club, in the late 90′s, some clubs recognized the need to compete with their European rivals,
so they spun off their professional football sections into outside limited companies separated
from the parent club, in order to attract investment (Daskal, 2012).
However, Under Bundesliga rules, members must still own 50% of their club‟s shares, plus
one extra vote of these spin offs, this is the so called 50%+1 model, a model that many view
as the best in Europe, partly because it makes it impossible for private investors to simply
take over a club (Daskal, 2012).
Basically, the Bundesliga‟s model found the perfect balance between money and the
supporters, the league solved the Matrix (Daskal, 2012).
According to following information about 50+1 model of Bundesliga we see that influence of
private investors are limited and they need to respect fans as the main customers, this
system allows Bundesliga clubs to receive profits and at same time keep ticket prices at
reasonable level.
Also Bundesliga is acting under The UEFA Financial Fair Play Regulations (FFP).
What is Financial Fair Play? Used in a broader sense, the concept can refer to the family of
regulations put in place to ensure that football clubs become self-sustainable, the overall aim
of these regulations is to ensure that all clubs participating in a particular league or
competition balance their books and do not spend more than they earn (Field Fisher
Waterhouse LLP , 2014).
The aims of these regulations is to promote sustainable business models. Whether these
rules succeed in this will depend as much on how their spirit is embraced as on how strictly
they are enforced (Field Fisher Waterhouse LLP , 2014).
So in this case, we discovered that Bundesliga business model and The UEFA Financial
Fair Play Regulations are moving in the same direction of doing business, where clubs are
not allowed to overspend what they have earned during the one or several football seasons.
Pricing
Nufer and Fischer (2013) states that price discrimination allows firms to consider differences
in willingness to pay and to capture additional consumer surplus, football clubs satisfy all
requirements for effective price discrimination, such as the possession of a certain degree of

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monopoly power , fans are extremely heterogeneous and differ strongly according to
geographic, demographic, psychographic, and behavioral variables , Bundesliga clubs
respond to differences in a fan‟s ability and willingness to pay by charging different prices ,
e.g. according to the location of the seat in the stadium and the attractiveness of the
opposing team.
Consumer Behavior
One of the key factor of understanding a fan as a consumer is to know fan‟s motives for
attendance. In efforts aimed at understanding the behavior of sporting consumer
researchers have looked at a host of factors that may motivate the sporting fan, one of the
factors that has been suggested as a key draw card for sporting consumers is the nature of
the sporting contest itself , the unpredictability of the sporting contest and the possibility that
your team (no matter how badly their recent form has been) could triumph may be a
motivating factor in bringing back the fan week after week and year after year (Consumer
loyalty amongst sport fans: AGF case study, 2004).
Fan loyalty is one of the main reasons why fans has long-term relationships with their
favorite clubs, especially in Bundesliga where fans usually tend to buy seasonal tickets.
Webster and Clements (2008) consider that football is no different than other businesses in
the way it needs to implement strategies to retain its current customers as to minimize the
costs of attracting new customers, and to keep those customers satisfied so that they
become loyal advocates of the club, in order for a team to be able to create services that are
going to develop into relationships and lifetime value it is paramount that clubs are frequently
updating their databases in order to try and segment the fan base.

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Research Design
Due to need to identify what makes most of Bundesliga clubs profitable and in order to know
why Bundesliga clubs keep ticket prices on the same level, it required using of descriptive
research for both research methods. Descriptive research is conclusive in nature, as
opposed to exploratory, this means that descriptive research gathers quantifiable information
that can be used for statistical inference on your target audience through data analysis
(FluidSurveys Team , 2014).

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Research Instrument
With a focus on profitability of Bundesliga clubs and what makes ticket prices affordable for
fans I concentrated my effort on findings from reliable resources including official club
websites and publications. I have used quantitative approach in order to get ticket price data
and produce my own primary analysis, using Microsoft Excel to create tables for each price
category calculating average prices across the different price categories from different
Bundesliga clubs, out of what I have received I createddifferent graphs. Secondly, qualitative
approach required transforming of data obtained from 2 surveys, I used Microsoft Excel to
categorize each respondent by each club of sample that fan support, also SPSS program
allowed to calculate frequencies for answers received out of surveys.

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Research Methods
Overview
In order to answer research questions, it was required usage of mixed research methods
methodology. Those research methods helped to add extra arguments to the points of
literature review. So main goal was to prove that with a reliable information and analysis.
Comparative analysis was required in order to see the situation inside Bundesliga ticket
market, including comparison of ticket prices of clubs as a sample. In this case I have used a
quantitative cross-sectional research methodology. Secondly, there were 2 surveys
addressed to fans of clubs as a sample. Supporters were asked about their opinion
regarding ticket prices, their satisfaction with a value of it, to discover motives of fans to visit
matches, how much they usually pay for a ticket. So those structured questionnaires allowed
me to receive answers for it.
Quantitative Approach
This research required using a quantitative approach in order to get data in numbers,
especially concerns ticket prices of 6 most attended German clubs. Data was obtained from
a variety of reliable sources including official club websites. Then this secondary data was
transformed into primary data with a usage of Microsoft Excel, from which I have
createddifferent graphs. So it allowed to make a comparative analysis between those 6
teams as a sample.
Qualitative Approach
In order to do questionnaires for my target audience I have used qualitative approach.
So I decided to create structured questionnaires addressed to fans of 6 most attended clubs
in Germany. My target audience is fans, because they have the biggest influence on sales of
tickets, also with a purpose to understand their decisions and opinions, motivation to pay for
the ticket. The questionnaire was structured in 2 parts, first one is oriented to ask which club
the respondents support and how many games they attended this season. The second one
oriented on opinions of respondents on what they currently pay, what amount they would like
to pay and why they pay for it.Response rate for thisquestionnaire was enough to say that
results of it are clear and accurate, 140 responses for the first survey, 319 responses for the
second one.Validity and reliability of those results from surveys was fulfilled, because of
addressing those surveys to official fan-clubs of 6 most attended German clubs. I decided to
look for my target audience in official Facebook groups of sample clubs, especially I used
official forums of Bundesliga in one of the biggest websites for fans in Germany –
transfermarkt.de. Through direct messages, I received all of those replies and then with a
usage of descriptive statistics I have analyzed information obtained. Microsoft Excel and
SPSS program as a research instrument helped me to transform this data, categorize it, to
find frequencies in order to create pie charts, graphs, bar and column charts.
Sample
As a research question related to the topic about fan‟s attendance and football tickets, I
decided to choose 6 most attended clubs of Germany of last season. Those clubs are
Borussia Dortmund, FC Bayern Munich,Hamburg, FC Schalke 04 , VfB Sttutgart , Borussia
Mönchengladbach. This sample was chosen for quantitative and qualitative approaches,
especially for comparative analysis and for addressing of questionnaire. The goal of sample
size was to reach at least 100 respondents per survey, but in this case it became possible to
obtain more replies from supporters, so results have a better accuracy, especially it‟s good
in order to avoid errors and wrong answers received.

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FC Bayern Munich and Borussia Dortmund are usually teams that compete with each other
to win Bundesliga ( 1st
and 2nd
),FC Schalke 04 and Borussia Mönchengladbach usually fight
for Champions league places (3rd
and 4th
) , Hamburg and Vfb Stuttgart tend to fight for
Europa League places(5th
to 7th
), but nowadays there are in zone of relegation. Variety of
different clubs allowed to maintain diversity and accept this sample as a whole picture of
Bundesliga. Probably it would be better to have all clubs of Bundesliga in a sample, so this
project may have a higher potential to develop it further.

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Data Collection and Analysis
This study required collection of different types of data which was collected and analyzed
during the time period between middle of February and end of the March. It was not a big
deal to collect data for quantitative analysis, most of information was available on official
websites of sample clubs, there were more effort spent on collecting responses from
surveys. In order to have a real voice of fans it was not enough just to conduct some
interviews with several fans, so I have collected as much as possible amount of responses.
Crucial amount of responses helped to avoid limitations, faults and wrong answers. So those
responses that seemed for me wrong were taken out of results. Even after that I am sure
that respondents were honest with me and were open to discuss positive and negative facts
of team that they follow.

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Ticket Price Analysis
Not all 6 clubs of Bundesliga use price banding. Usually there are a lot of variations for
different matches, matches that typically have a bigger demand, crucial meaning or are a
derby game will be more expensive than normal match that has less importance for the club
and fans. For an instance “Category Top-Game” games for Borussia Dortmund (2015-2016)
includes matches against Bayern Munich and FC Schalke 04 in Bundesliga.
There is a 20% surchargefor games against those 2 teams mentioned before (Borussia
Dortmund, 2015). Prices for tickets are not the same due to different value that fan receive
during the match, it depends on the view that fan can see, location of the seats, facilities that
are available on those seats. On the other hand, there is an example of Bayern Munich
ticket pricing strategy. Bayern Munich is only one club that doesn‟t use price banding for
Bundesliga matches, the club has no need to do that, because ticket prices for Bayern
Munich games in Bundesliga are the highest in comparison to other Bundesliga clubs. There
are some factors that can prove this tendency, first of all Munich typically being most
expensive city in Germany to live in, secondly Bayern Munich is the best club of Germany in
Bundesliga football history.
*All prices collected are taken from the official club websites and are based on adult
members, with restricted view seats excluded, tickets with standing places, tickets for
children, seniors, disabled people, students are also excluded.
Category Top-Game( A)
Data analyzed about ticket prices for games „Category Top-Game (A)‟ displays on the graph
below. That graph includes minimum ticket price, maximum ticket price, and average ticket
price for games of this category at the sample clubs. Among sample clubs only Bayern
Munich doesn‟t use price banding for games of this category. According to results which
were received before, we can confirm that all of sample clubs use different ticket price
policies concerned games „Category Top-Game (A)‟. For example, Borussia
Mönchengladbach uses totally different strategy than Borussia Dortmund, that club charges
extra 19,90 EUR for „Topspielzuschlag‟ in comparison with a normal game that means in
German language Top-Game charge (Borussia Mönchengladbach, 2015). There is a similar
strategy that uses FC Schalke 04, the club charges 10 euros extra for matches against
Borussia Dortmund and Bayern Munich (FC Schalke 04, 2015). Hamburg and VfB Stuttgart
in this case refer those type of games to „Category (A)‟, so here those clubs have fixed ticket
prices. So for this kind of games the most expensive tickets are tickets of Hamburg and Vfb
Stuttgart, maximum what Hamburg can ask to pay fans for the ticket is 94 EUR and 87,50
EUR for Vfb Stuttgart.
This strategy of those 2 clubs mentioned before can be explained, because those clubs
doesn‟t take a participation in European football competitions during last few years, so that
clubs were forced to increase ticket prices for this kind of games, there are just few of them
per year. Other clubs of a sample take a participation on a regular basis in European football
competitions, so those clubs have more games per season where it‟s possible to charge
extra. The same for average ticket prices where Hamburg charges 67 EUR and VfB
Stuttgart – 62,33 EUR, the cheapest price for average ticket has FC Schalke 04 – 47,63
EUR.

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Category B
Results received about ticket prices for „Category B‟ games at the sample clubs displays the
graph below. Surprisingly, the cheapest ticket price in this category has Hamburg – 25 EUR.
The second most affordable ticket price has FC Schalke 04 – 25 EUR. Basically only 2 clubs
of a sample have an established „Category B‟ for ticket prices, those clubs are Hamburg and
Vfb Stuttgart, other 4 clubs don‟t use this system, so their ticket prices represented here are
general, therefore Bayern Munich has the most expensive tickets with a price – 70 EUR, as
this club use only one ticket price policy in Bundesliga. VfB Stuttgart refer matches against
Hoffenheim and Bayer Leverkusen to „Category B‟, unfortunately Hamburg has no official
information about what games this club refer to „Category B‟. At the same time Hamburg and
Vfb Stuttgart also have second and third most expensive prices for their tickets in this
category – 63 EUR and 63,50 EUR. The best average ticket price in this category has
Borussia Mönchengladbach – 36,25 EUR.
€0.00 €10.00 €20.00 €30.00 €40.00 €50.00 €60.00 €70.00 €80.00 €90.00 €100.00
Bayern Munich
Borussia Dortmund
FC Schalke 04
Vfb Stuttgart
Hamburg
Borussia Mönchengladbach
Top-Game (Category A)
AVERAGE TICKET PRICE MOST EXPENSIVE TICKET CHEAPEST TICKET

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Category C
The chart below contains information about ticket prices for „Category C‟ games at the
sample clubs. Only Hamburg and Vfb Stuttgart use a three-tiered price banding policy, other
4 clubs use 2-tiered price banding policy – one for normal games, another one for top games
or derbies. As it was expected Hamburg and Vfb Stuttgart have cheapest ticket prices for
this category – 20 EUR and 22 EUR. Typically there is a stereotype that games of „Category
C‟ are not interested for fans enough and certain lack of demand exist, but according to our
literature review it‟s not. Bundesliga is the most attended league in the football world.
Bayern Munich has the most expensive tickets if we would refer games against teams with
low current position in league or teams that were promoted to Bundesliga, so price 70 EUR
is not an obstacle for this team to reach best rate of average attendance of 100% during last
season (Hauk, 2015). Also the most expensive tickets in this category have VfB Stuttgart
and Borussia Dortmund - 55,50 EUR and 54,40 EUR.
Surprisingly Vfb Stuttgart charges a lot for the most expensive ticket in this category. This is
unexpected due to results that club showing this season and its ambitious.
But looking at average ticket prices in this category there are 2 leaders – Bayern Munich
with an average price – 52,50 EUR and Borussia Dortmund – 44,58 EUR, those 2 clubs are
the best in current season, so no wonder why it costs more than tickets of other clubs of
sample.
€0.00 €10.00 €20.00 €30.00 €40.00 €50.00 €60.00 €70.00 €80.00
Bayern Munich
Borussia Dortmund
FC Schalke 04
Vfb Stuttgart
Hamburg
Category B

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€0.00 €10.00 €20.00 €30.00 €40.00 €50.00 €60.00 €70.00 €80.00
Bayern Munich
Borussia Dortmund
FC Schalke 04
Vfb Stuttgart
Hamburg
Category C

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Thoughts of Supporters
The questionnaires that were addressed to fans of 6 Bundesliga clubs were divided into 2
parts. The first survey includes questions concerning supporters, of which club fans are they,
is it worth it to buy a ticket, does they agree or not with clubs using price banding, also
regarding ticket prices, what is maximum and minimum amount respondents have paid for a
ticket, the same for their expectations, etc. The second one is more oriented to identify if
respondent has a season ticket/membership/ neither, including questions regarding number
of home and away supporters visit. In total there were collected 140 responses for the first
survey and 319 responses for the second one.
This crucial amount of responses would provide more accurate results and would help to
analyze real voice of fans, their opinion and expectations.
The pie chart below displays answers of supporters concerning if they have a season ticket,
membership or neither. According to these results, 25 fans were season ticket holders, 52 of
them are members of the club and 67 supporters prefer to buy a ticket without being a
season ticket holder or having a membership. The highest amount of season ticket holders
are fans of Vfb Stuttgart – 7 season tickets. The highest amount of club members has FC
Schalke 04 – 19 memberships. There are less people that decided to stay apart from the
club and not having a membership or a season ticket. Probably clubs of a sample provided
enough benefits to convince supporters to stay with a club on a long-term perspective.
Value
Supporters got a question if they feel that is a good value value to pay for ticket of
Bundesliga, pie chart of results displays below. According to expectations, majority of
respondents (75%) said that they are satisfied with this value. Only 25% of respondents said
that they are not satisfied with that. The most satisfied respondents are fans of Bayern
Munich – 66 people answered that Bundesliga tickets bring a good value to them, the same
Season
ticket
holder
17%
Member
36%
Neither
47%
Breakdown of respondents

18
for fans of FC Schalke 04 – 52 satisfied supporters. There are less people that are not
satisfied with that during analysis of each club of a sample separately. Most of people who
said yes are season ticket holders so they are paying less for an individual ticket, similar
situation for members of the club, those people have usually a first priority to buy an
individual ticket for an affordable price when ticket sales start. A Borussia Mönchengladbach
fan, who is a season ticket holder, said that his club provide acceptable prices for
Bundesliga tickets. Also Bayern Munich fan as it was expected, states that tickets are
expensive but it worth it because of high level and great football. Those ¼ of respondents
that said they are not satisfied with that, because a lot of them get those tickets from
reselling points or other selling points, where prices for Bundesliga tickets can be much
higher than prices provided by the club. Sometimes difference from original price of the
ticket can be 200% or even more, so it‟s expected that those small part of respondents are
not satisfied with that.
Price Banding
Further fans were asked how they thought about clubs using price banding and if they were
happy about to meet extra costs for top-games that their clubs consider. Results of it
displays pie chart below. Before this research personally I was expecting the result would be
50:50, that‟s obvious that clubs would charge more for more important games, where
demand is higher than supply, so those club forced to decrease that crucial demand
somehow. But in reality we see that most of respondents are not agree with clubs using
price banding policy. Only 38% of supporters agreed with that. Those who are in favor of
price banding suggested that is better to have more chances to buy a ticket for a top-game
of Bundesliga, so at the same ticket prices for a normal match is reduced. The majority who
are against it said that they cannot attend big games because those prices are too high for
medium-class families and working class fans. Among all clubs of a sample fans of Bayern
Munich and Borussia Dortmund have the most amount of respondents that are not agree
with a price banding policy that Bundesliga clubs doing, 50 fans of Bayern Munich and 46
Yes
75%
No
25%
Do you feel this is good value?

19
Borussia Dortmund fans. Considering fact that Bayern fans have no price banding policy
during home matches but they still feel it when it comes for away games. A Vfb Stuttgart fan
expressed his neutral opinion on this case” Supply and demand are the equilibrium
price. The demand on tickets is high with a constant supply results in a supply
gap. Therefore, the price continues to rise as long as until the demand decline again. The
state could set a maximum price, so vulnerable football fans can afford the ticket prices.” A
Borussia Monchengladbach supporter criticized a bit price banding in this way “The prices
are usually okay. A few clubs overdo it with the prices for top games.”
Most paid / Maximum Prepared to Pay
10 randomly chosen respondents from each club of a sample were asked to answer what
the most amount they had paid and what the highest amount they are ready to pay for the
Bundesliga ticket. Results of it represented in graphs below.
Yes
38%
No
62%
Do you agree with clubs using price
banding?

20
According to results of Bayern Munich supporters, we see that supporters are ready to pay
more than they actually maximum paid before. That‟s no wonder because demand for
Bayern Munich tickets usually is dramatically high, resulted in 100% attendance for
Bundesliga matches.
Borussia Dortmund fans mostly are ready to pay more than they actually paid, except only 1
respondent said that paid before for the ticket more than was ready to pay, another 2
respondents mentioned that they paid already what is equal for the maximum they can pay.
€0.00
€50.00
€100.00
€150.00
€200.00
€250.00
€300.00
Bayern M
1
Bayern M
2
Bayern M
3
Bayern M
4
Bayern M
5
Bayern M
6
Bayern M
7
Bayern M
8
Bayern M
9
Bayern M
10
Bayern Munich
Maximum paid for the ticket Maximum ready to pay
€0.00
€20.00
€40.00
€60.00
€80.00
€100.00
€120.00
€140.00
€160.00
Borussia
D.1
Borussia
D.2
Borussia
D.3
Borussia
D.4
Borussia
D.5
Borussia
D.6
Borussia
D.7
Borussia
D.8
Borussia
D.9
Borussia
D.10
Borussia Dortmund

21
9/10 respondents of FC Schalke 04 said that maximum that they paid before almost equal
maximum amount that they are ready to pay for the ticket. Only 1 supporter mentioned that
paid more than was ready to pay for the ticket.
Results of Vfb Stuttgart responses show that only 2 respondents paid more for the ticket
than their maximum fans can afford, other supporters mentioned that maximum they are
ready for and most paid for the ticket is almost the same.
€0.00
€20.00
€40.00
€60.00
€80.00
€100.00
€120.00
€140.00
Schalke 1 Schalke 2 Schalke 3 Schalke 4 Schalke 5 Schalke 6 Schalke 7 Schalke 8 Schalke 9 Schalke
10
FC Schalke 04
€0.00
€20.00
€40.00
€60.00
€80.00
€100.00
€120.00
Stuttgart
1
Stuttgart
2
Stuttgart
3
Stuttgart
4
Stuttgart
5
Stuttgart
6
Stuttgart
7
Stuttgart
8
Stuttgart
9
Stuttgart
10
Vfb Stuttgart

22
7/10 respondents of Hamburgsaid that they are ready to pay more than they paid before.
Only 3 respondents replied that they paid more before than were ready to pay.
The most of Borussia Mönchengladbach fans replied that maximum they paid for the ticket is
less then maximum fans are ready to pay. Only 1 respondent mentioned opposite.
Most of clubs‟ respondents paid more than the maximum they are ready to pay for the ticket.
So it proves that Bundesliga ticket prices in general are acceptable for fans, only few fans
from clubs of a sample said totally opposite. The highest price for the ticket are ready to pay
fans of Bayern Munich, it‟s not a surprise considering Bayern Munich is the most successful
club in Germany. According to those results, even sometimes fans are not satisfied with
€0.00
€20.00
€40.00
€60.00
€80.00
€100.00
€120.00
€140.00
€160.00
Hamburg
1
Hamburg
2
Hamburg
3
Hamburg
4
Hamburg
5
Hamburg
6
Hamburg
7
Hamburg
8
Hamburg
9
Hamburg
10
Hamburger SV
€0.00
€20.00
€40.00
€60.00
€80.00
€100.00
€120.00
Borussia
M. 1
Borussia
M. 2
Borussia
M. 3
Borussia
M. 4
Borussia
M. 5
Borussia
M. 6
Borussia
M. 7
Borussia
M. 8
Borussia
M. 9
Borussia
M. 10

23
prices, clubs still have enough capacity to be sure that their stadiums would be sold out or
close to this level.
How cheap is it? Average price for the cheapest ticket supporter have ever paid for
Bundesliga game.
Respondents were asked about minimum amount supporters have ever paid for Bundesliga
ticket. Results represented in calculation of average minimum price per each club of a
sample. According to the graph below, Bayern Munich fans paid the most amount for the
cheapest tickets ever, so in average fans of Bayern paid at least 20,42 EUR per ticket.
That‟s no wonder, because Bayern Munich has highest average price for a ticket in
Bundesliga according to research that was done before. On the other hand, there is an
example of FC Schalke 04 fans. They paid in average 12,45 EUR for the cheapest ticket
ever of Bundesliga match. In general, there is no significant difference between results of
clubs, from 10 EUR up to 20 EUR price per ticket is affordable for fans and they can still visit
games of their teams without any stress. This fact also proves literature review, where it was
mentioned that Bundesliga has the cheapest tickets among 10 European football leagues.
Why Supporters Pay For It?
Results of qualitative research proved that fans get enough benefits from the club and also
value of the game is on a good level, so it seems that it really worth it to visit Bundesliga
match. Clubs have set prices on affordable level, so this fact is also proven by statistics of
Bundesliga being the most attended league in football world. In general, those outcomes
add some extra strengths to the points mentioned in literature review.
Considering all facts mentioned in literature review also proven by quantitative research and
qualitative research, there are no significant issues that clubs should solve.
- €
5.00 €
10.00 €
15.00 €
20.00 €
25.00 €
Bayern M Borussia D FC Schalke 04 Vfb Stuttgart Hamburg Borussia M
Average price for the cheapest ticket supporter have ever
paid for Bundesliga match
Average price for the cheapest ticket supporter have ever paid for Bundesliga match

24
Only one disadvantage can be that supporters are not happy about clubs using price
banding policy, but still they are ready to pay it even they are not satisfied with that.
Also respondents were asked if their clubs provide any discounts for students, disabled
people, children or seniors. 97% of respondents said that clubs usually do that, so it‟s
another advantage for fans that they can receive some social benefits out of it. Another
option is standing place tickets, that are significantly cheaper than tickets with seats
established.

25
Conclusion
The main goal of this research paper was to identify why Bundesliga tickets are cheap and
why Bundesliga clubs are successful. Being a football fan, I had a personal interest on this
topic in order to understand these phenomena when Bundesliga is the most attended league
in the world, where most clubs are profitable and successful and at the same time selling
tickets for a reasonable price. Research that was done already, had focus on analysis of
ticket pricing policy of clubs as a sample, analysis of fans‟ thoughts.
Firstly, research includes a comparative analysis of the prices offered by the 6 most
attended clubs in Germany using quantitative approach. Secondly, qualitative approach was
used for analysis of fans‟ opinion, to understand their motives to visit football games,
reasons why they pay, and if they are satisfied with that or not. Usage of mixed research
methods allowed to combine quantitative analysis of clubs as a sample, what ticket prices
they offer with a qualitative analysis of questionnaires that were addressed to fans of a
sample.
6 most attended clubs of Germany were chosen as a sample of research. It was found that
only 5 clubs of a sample use price banding policy, a method of adjustment of ticket prices
according to level of opponent, importance of the game. Using quantitative approach, it was
discovered that Hamburg offers the most expensive tickets in category Top-Game (A), when
FC Schalke 04 had the cheapest tickets in this category. It was not a surprise when it was
discovered that Bayern Munich had the highest average ticket price in games of category C,
because this club using 1-tiered ticket price policy to all games of Bundesliga, while in this
category surprisingly the cheapest offer had Hamburg. Among all clubs of sample only
Hamburg and Vfb Stuttgart used 3 and more tiered price banding policy, while Borussia
Dortmund, FC Schalke 04, Borussia Mönchengladbach used only 2-tiered ticket price
banding policy. Results of qualitative analysis showed fans‟ opinion about ticket pricing, that
Bundesliga tickets has a good value provided, that most of fans are ready to pay more for
the ticket even they are not happy with a surcharge for top games. Fans are satisfied with a
quality of football they receive, the same for ticket prices in general.
To sum up, it was proven that Bundesliga tickets are not expensive and why those teams
are profitable and successful. First of all, it‟s because of Bundesliga business model, where
balance between profitability and supporters exists. Secondly, research provided enough
facts to support points of literature review. Results showed that demand for Bundesliga
tickets is crucial, and clubs still can increase prices for a certain level in order to decrease
demand and increase level of supply for fans, so it would keep sales of tickets on the same
high level and sold out stadiums. That would help Bundesliga clubs to keep success and
profitability according to UEFA Financial Fair Play regulations.
WORD COUNT: 5645 (Into-Conclusion, including citations)

26
Personal Learning Statement
The research paper addressed the topic related to my personal interest. Being a football
lover I decided to find a topic that would inspire myself. After completing this research paper,
I got a more wider understanding in this field that is also important for me in my future
career. I found it really useful, my knowledges about local football market increased
dramatically. In order to write this research paper, it was necessary to use techniques and
knowledges from course „Research Methods and International Project‟. Material provided by
this course brought a lot of useful data that was used in order to write research paper. Each
element of research paper includes knowledges from lectures of this course, each lecture
session helped to understand each part of research paper separately. The most important
thing is that we got an understanding how to use those techniques in practice. It can be
applied further in business world in order to analyze some markets completely, creating own
primary data. HR managers usually appreciate that candidates for a job position are able to
make a research on their own and are able to use SPSS program for example. Knowing
quantitative and qualitative approaches used for research help to work with different type of
data and develop an ability to transform and analyze it. Especially it can be useful when you
are able to make a structured interview for an instance with a goal to know better your
customer in a local market. So there are a lot of ways how to apply those knowledges, it‟s
really important for a future career. Those skills can be unique and gives an extra advantage
behind other candidates for a better performance. Some of those knowledges seemed for
me at the beginning like an obvious thing, that has no significant meaning. But then I was
surprised when we start to learn it more deeply. To sum up, I would say that this course
provided a perfect mix that combines theory and practice, I found that those knowledges,
skills and techniques are useful not only for this research paper, but for being ready to work
in a business world it has a crucial meaning.

27
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29
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30
Appendixes
Appendix 1 - Survey questions – ticket pricing (your team)

31

32
Appendix 2- Survey questions – Ticket Prices

33

34

35

36

37

38
Appendix 3 – Time plan
Appendix 4 - Survey questions - ticket pricing – your team (English)
1st
Survey (Ticket Pricing – Your Team)
1. Which team do you support?
 Bayern Munich
 Borussia Dortmund
 FC Schalke 04
 Hamburger SV

39
 Vfb Stuttgart
 Borussia Mönchengladbach
2. Do you have a season ticket, membership, neither?
 season ticket
 membership
 neither
3. How many matches do you attend a year?
 0-5
 5-10
 10-20
 20-30
 30-40
4. Do you also attend away games? If yes, how many?
 0-5
 5-10
 10-20
 not visiting
5. Is it hard to get a season ticket of your team?
Yes/No
6. Does your club provide any ticket discounts for students, children, disabled people or
pensioners?
Yes/No
Appendix 4- Survey questions – Ticket Prices(English)
2nd
Survey (Ticket Prices)
1. Which team do you support?
 Bayern Munich
 Borussia Dortmund
 FC Schalke 04
 Hamburger SV
 Vfb Stuttgart
 Borussia Mönchengladbach
2. What do you currently pay for your season ticket/ membership/individual match
tickets?
- Season ticket
 300-500 EUR
 500-1000 EUR
 1000-2000 EUR
 nether
- Individual match ticket
 20-50 EUR
 50-100 EUR
 100-200 EUR
 200-300 EUR
 more than 300 EUR
- Membership
3. Do you feel this is good value?
Yes/No

40
4. Do you agree with clubs using price banding (for example charging more for games
against bigger teams or rivals)?
Yes/No
5. Are you happy to meet the extra cost for price banding?
Yes/No
6. What is the most you have paid for a ticket?
7. What is the lowest amount you have paid for a ticket?
8. What is the maximum you are prepared to pay for Bundesliga ticket?
9. Is anything being done at your club to assist fans and reduce prices?
Yes/No
10. Any other comments regarding ticket pricing of Bundesliga?
Appendix 5 - Outcome of SPSS (1st
survey)
Which team do you support?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Borussia
Dortmund
22 15.7 15.7 15.7
Borussia
Monchengladbac
h
14 10.0 10.0 25.7
FC Bayern
Munich
33 23.6 23.6 49.3
FC Schalke 04 38 27.1 27.1 76.4
Hamburger SV 12 8.6 8.6 85.0
VfB Stuttgart 21 15.0 15.0 100.0
Total 140 100.0 100.0
Do you have a season ticket / membership / neither?
Cumulative
Percent
Valid a season ticket 24 17.1 17.1 17.1
membership 52 37.1 37.1 54.3
neither one 64 45.7 45.7 100.0
Total 140 100.0 100.0

41
How many games visit per year?
Cumulative
Percent
Valid 1 .7 .7 .7
0-5 67 47.9 47.9 48.6
10-20 21 15.0 15.0 63.6
20-30 14 10.0 10.0 73.6
30-40 2 1.4 1.4 75.0
5-10 35 25.0 25.0 100.0
Total 140 100.0 100.0
Are you visiting away games of your team? If yes, how many?
Cumulative
Percent
Valid 1 .7 .7 .7
0-5 84 60.0 60.0 60.7
10-20 4 2.9 2.9 63.6
5-10 19 13.6 13.6 77.1
not visiting 32 22.9 22.9 100.0
Total 140 100.0 100.0
Is it hard to get a season ticket of your team?
Cumulative
Percent
Valid No 28 20.0 20.3 20.3
Yes 110 78.6 79.7 100.0
Total 138 98.6 100.0
Missing System 2 1.4
Total 140 100.0
Does your team provide ticket discounts for students, children, disabled
persons and senior citizens ?
Cumulative
Percent
Valid No 4 2.9 2.9 2.9
Yes 136 97.1 97.1 100.0
Total 140 100.0 100.0

42
Appendix 6 - Outcome of SPSS (2nd
survey)
Which team do you support?
Cumulative
Percent
Valid Borussia Dortmund 53 16.6 16.6 16.6
Borussia
Monchengladbach
31 9.7 9.7 26.3
FC Bayern Munich 89 27.9 27.9 54.2
FC Schalke 04 54 16.9 16.9 71.2
Hamburger SV 36 11.3 11.3 82.4
VfB Stuttgart 56 17.6 17.6 100.0
Total 319 100.0 100.0
season ticket
Cumulative
Percent
Valid 48 15.0 15.0 15.0
1000-2000 EUR 3 .9 .9 16.0
300-500 EUR 99 31.0 31.0 47.0
500-1000 EUR 25 7.8 7.8 54.9
nothing at all 144 45.1 45.1 100.0
Total 319 100.0 100.0
Single ticket
Cumulative
Percent
Valid 11 3.4 3.4 3.4
100-200 EUR 8 2.5 2.5 6.0
20-50 EUR 215 67.4 67.4 73.4
200-300 EUR 2 .6 .6 74.0
50-100 EUR 82 25.7 25.7 99.7
more than 300 EUR 1 .3 .3 100.0

43
Total 319 100.0 100.0
membership
Cumulative
Percent
Valid 205 64.3 64.3 64.3
0 1 .3 .3 64.6
1 1 .3 .3 64.9
100 3 .9 .9 65.8
12 1 .3 .3 66.1
140 1 .3 .3 66.5
15 2 .6 .6 67.1
16 2 .6 .6 67.7
17 1 .3 .3 68.0
180 1 .3 .3 68.3
2 2 .6 .6 69.0
20 5 1.6 1.6 70.5
24 3 .9 .9 71.5
240 1 .3 .3 71.8
25 10 3.1 3.1 74.9
26 1 .3 .3 75.2
30 9 2.8 2.8 78.1
35 1 .3 .3 78.4
360 1 .3 .3 78.7
40 6 1.9 1.9 80.6
42 1 .3 .3 80.9
44 1 .3 .3 81.2
48 2 .6 .6 81.8
50 18 5.6 5.6 87.5
55 1 .3 .3 87.8
60 26 8.2 8.2 95.9
62 2 .6 .6 96.6
63 1 .3 .3 96.9
65 2 .6 .6 97.5
650 1 .3 .3 97.8
69 2 .6 .6 98.4
7 1 .3 .3 98.7
80 2 .6 .6 99.4

44
8th 1 .3 .3 99.7
96 1 .3 .3 100.0
Total 319 100.0 100.0
Do you feel this is good value?
Cumulative
Percent
Valid No 79 24.8 25.4 25.4
Yes 232 72.7 74.6 100.0
Total 311 97.5 100.0
Total 319 100.0
Do you agree with clubs using price banding (for example charging more for
games against bigger teams or rivals)?
Cumulative
Percent
Valid No 195 61.1 61.7 61.7
Yes 121 37.9 38.3 100.0
Total 316 99.1 100.0
Missing System 3 .9
Total 319 100.0
Are you happy to meet the extra cost for price banding?
Cumulative
Percent
Valid No 170 53.3 56.3 56.3
Yes 132 41.4 43.7 100.0
Total 302 94.7 100.0
Total 319 100.0
Is anything being done at your club to assist fans and reduce prices?
Cumulative
Percent
Valid No 145 45.5 46.6 46.6
Yes 166 52.0 53.4 100.0
Total 311 97.5 100.0

45
Total 319 100.0
What is the lowest price you have paid for a ticket?
Cumulative
Percent
Valid .00 1 .3 .3 .3
1.00 2 .6 .7 1.0
1.80 1 .3 .3 1.4
2.00 3 .9 1.0 2.4
3.00 5 1.6 1.7 4.2
4.00 3 .9 1.0 5.2
5.00 14 4.4 4.9 10.1
6.00 6 1.9 2.1 12.2
7.00 12 3.8 4.2 16.4
8.00 16 5.0 5.6 22.0
9.00 9 2.8 3.1 25.1
10.00 36 11.3 12.5 37.6
11.00 5 1.6 1.7 39.4
12.00 23 7.2 8.0 47.4
12.50 1 .3 .3 47.7
13.00 6 1.9 2.1 49.8
14.00 1 .3 .3 50.2
15.00 44 13.8 15.3 65.5
16.00 8 2.5 2.8 68.3
16.90 1 .3 .3 68.6
17.00 4 1.3 1.4 70.0
18.00 6 1.9 2.1 72.1
19.00 5 1.6 1.7 73.9
20.00 25 7.8 8.7 82.6
21.00 1 .3 .3 82.9
22.00 2 .6 .7 83.6
23.00 1 .3 .3 84.0
25.00 7 2.2 2.4 86.4
27.00 2 .6 .7 87.1
29.00 1 .3 .3 87.5
30.00 7 2.2 2.4 89.9

46
32.00 1 .3 .3 90.2
33.00 1 .3 .3 90.6
35.00 8 2.5 2.8 93.4
36.00 1 .3 .3 93.7
39.00 1 .3 .3 94.1
40.00 4 1.3 1.4 95.5
48.00 1 .3 .3 95.8
50.00 8 2.5 2.8 98.6
60.00 1 .3 .3 99.0
80.00 1 .3 .3 99.3
100.00 1 .3 .3 99.7
350.00 1 .3 .3 100.0
Total 287 90.0 100.0
Total 319 100.0
What would be the maximum you would be willing to pay for a ticket?
Cumulative
Percent
Valid 15.00 1 .3 .3 .3
16.00 1 .3 .3 .7
20.00 9 2.8 3.0 3.7
22.00 1 .3 .3 4.0
25.00 8 2.5 2.7 6.7
28.00 1 .3 .3 7.0
30.00 18 5.6 6.0 13.0
35.00 8 2.5 2.7 15.7
40.00 17 5.3 5.7 21.4
45.00 5 1.6 1.7 23.1
50.00 55 17.2 18.4 41.5
54.00 1 .3 .3 41.8
55.00 4 1.3 1.3 43.1
60.00 24 7.5 8.0 51.2
62.00 1 .3 .3 51.5
65.00 2 .6 .7 52.2
70.00 10 3.1 3.3 55.5
75.00 4 1.3 1.3 56.9
77.00 1 .3 .3 57.2

47
80.00 17 5.3 5.7 62.9
80.85 1 .3 .3 63.2
90.00 6 1.9 2.0 65.2
100.00 40 12.5 13.4 78.6
120.00 12 3.8 4.0 82.6
150.00 19 6.0 6.4 89.0
180.00 1 .3 .3 89.3
200.00 12 3.8 4.0 93.3
250.00 7 2.2 2.3 95.7
300.00 2 .6 .7 96.3
350.00 1 .3 .3 96.7
400.00 1 .3 .3 97.0
500.00 5 1.6 1.7 98.7
1000.00 2 .6 .7 99.3
1500.00 1 .3 .3 99.7
10000.00 1 .3 .3 100.0
Total 299 93.7 100.0
Total 319 100.0
Appendix 7 -Excel Tables used for graphs and charts
Category Top-Game (A)
TEAM
CHEAPEST
TICKET
MOST EXPENSIVE
TICKET
AVERAGE TICKET
PRICE
Bayern Munich €35,00 €70,00 €52,50
Borussia Dortmund €37,44 €65,28 €53,50
FC Schalke 04 €36,00 €62,00 €47,63
Vfb Stuttgart €38,50 €87,50 €62,33
Hamburg €40,00 €94,00 €67,00
Borussia
Mönchengladbach
€47,40 €64,40 €56,15
Category (B)
TEAM
CHEAPEST
TICKET
MOST EXPENSIVE
TICKET
AVERAGE TICKET
PRICE
Bayern Munich €35,00 €70,00 €52,50
FC Schalke 04 €26,00 €52,00 €37,63

48
Vfb Stuttgart €27,00 €63,50 €43,00
Hamburg €25,00 €63,00 €42,60
Borussia
Mönchengladbach
€27,50 €44,50 €36,25
Category (C)
TEAM
CHEAPEST
TICKET
MOST EXPENSIVE
TICKET
AVERAGE TICKET
PRICE
Bayern Munich €35,00 €70,00 €52,50
FC Schalke 04 €26,00 €52,00 €37,63
Vfb Stuttgart €22,00 €55,50 €37,25
Hamburg €20,00 €45,00 €32,60
Borussia
Mönchengladbach
€27,50 €44,50 €36,25
Breakdown of respondents
Season ticket
holder 25
Member 52
Neither 67
Value
Yes 232
No 79
Price Banding
Yes 121
No 195
Team
Maximum
paid for
Maximum
ready to

49
the ticket pay
Bayern M
1 €200,00 €250,00
Bayern M
2 €50,00 €50,00
Bayern M
3 €100,00 €100,00
Bayern M
4 €80,00 €80,00
Bayern M
5 €100,00 €120,00
Bayern M
6 €65,00 €80,00
Bayern M
7 €150,00 €250,00
Bayern M
8 €70,00 €80,00
Bayern M
9 €120,00 €250,00
Bayern M
10 €150,00 €150,00
Team
Maximum
paid for
the ticket
Maximum
ready to
pay
Borussia
D.1 €60,00 €80,00
Borussia
D.2 €63,00 €90,00
Borussia
D.3 €30,00 €80,00
Borussia
D.4 €120,00 €100,00
Borussia
D.5 €50,00 €50,00
Borussia
D.6 €50,00 €60,00
Borussia
D.7 €55,00 €65,00
Borussia
D.8 €85,00 €150,00
Borussia
D.9 €60,00 €60,00
Borussia
D.10 €100,00 €100,00

50
Team
Maximum paid for
the ticket
Maximum ready
to pay
Schalke 1 €21,00 €30,00
Schalke 2 €70,00 €80,00
Schalke 3 €62,00 €62,00
Schalke 4 €55,00 €20,00
Schalke 5 €50,00 €70,00
Schalke 6 €45,00 €50,00
Schalke 7 €120,00 €120,00
Schalke 8 €50,00 €70,00
Schalke 9 €55,00 €70,00
Schalke 10 €45,00 €45,00
Team
Maximum paid for
the ticket
Maximum ready to
pay
Stuttgart 1 €40,00 €50,00
Stuttgart 2 €55,00 €40,00
Stuttgart 3 €45,00 €50,00
Stuttgart 4 €50,00 €60,00
Stuttgart 5 €35,00 €50,00
Stuttgart 6 €20,00 €20,00
Stuttgart 7 €100,00 €100,00
Stuttgart 8 €90,00 €65,00
Stuttgart 9 €38,00 €40,00
Stuttgart 10 €55,00 €55,00
Team
Maximum
paid for
the ticket
Maximum
ready to
pay
Hamburg
1 €60,00 €150,00
Hamburg
2 €52,00 €28,00
Hamburg
3 €74,00 €81,00
Hamburg
4 €85,00 €100,00
Hamburg
5 €84,00 €150,00
Hamburg
6 €40,00 €60,00
Hamburg €22,00 €30,00

51
7
Hamburg
8 €80,00 €60,00
Hamburg
9 €80,00 €100,00
Hamburg
10 €45,00 €30,00
Team
Maximum paid
for the ticket
Maximum
ready to
pay
Borussia M.
1 €42,50 €50,00
Borussia M.
2 €30,00 €30,00
Borussia M.
3 €80,00 €80,00
Borussia M.
4 €65,00 €50,00
Borussia M.
5 €50,00 €30,00
Borussia M.
6 €50,00 €100,00
Borussia M.
7 €65,00 €70,00
Borussia M.
8 €70,00 €80,00
Borussia M.
9 €40,00 €40,00
Borussia M.
10 €80,00 €80,00
Team
Average
price for
the
cheapest
ticket
supporter
have ever
paid for
Bundesliga
match
Bayern M 20,42 €
Borussia
D 15,70 €
FC
Schalke 12,45 €

52
04
Vfb
Stuttgart 15,41 €
Hamburg 14,55 €
Borussia
M 12,74 €

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