TGM Olympics Survey
in Germany 2024

The TGM Olympics Report in Germany 2024 provides comprehensive insights into the unique behaviors and preferences of German sports fans. Our extensive survey reveals detailed information on fan engagement, including how Germans watch and support sports tournaments. The report also highlights the impact of major brands associated with Olympics 2024™ and examines regional comparisons to provide a broader global context. With a focus on Germany's specific market dynamics, this report equips businesses with the knowledge to develop targeted marketing strategies and make informed decisions to effectively connect with German sports enthusiasts.

According to our survey, 55% of Germans are interested in sports.

Sports engagement is primarily driven by digital platforms: Most German fans watch sports on TV (55%), but there is also significant engagement on watching TV in a public place (24%) and YouTube (23%). This shift highlights the growing importance of online platforms in how fans consume sports content and interact with their favorite sports.

Age Distribution: 55% of Germans express a desire to watch or follow the sport. Age plays a significant role in this interest. The majority of the fanbase falls between 35-44 years old, making up 57% of football enthusiasts in Germany.

Our survey reveals that 42% of Germans are interested in this year's games, with 15% expressing strong interest.

Viewing Habits: Among those eagerly anticipating the Olympics 2024™, 36% will use social media to seek news stories, 29% will follow real-time results or live updates, 28% will watch highlights, and 26% will get updates/information. This widespread interest highlights the global anticipation and engagement with the upcoming games.

We asked survey participants in Germany which brand comes to mind first when thinking of the Olympics 2024™. The majority named Adidas (17%). Other prominent brands that came to mind included Nike, Coca-Cola, Shortcut, Puma, Red Bull, Visa—some of which are official sponsors, while others are not.