Overview
- Sponsorship and hospitality income is estimated at €55–60 million this season, roughly double the club’s 2. Liga take of about €30 million.
- Merchandising set new marks, with more than 90,000 jerseys sold in 2024/25 and a roughly 30% year-over-year rise since November, including a record Blue Week/Black Friday period.
- Home matches are fully sold out at an average of about 56,900 fans, with internal talks exploring a Volksparkstadion expansion to around 60,000 that is described as difficult to execute.
- Membership has jumped to 140,000 with 27,000 sign-ups in 2025, and registered fan clubs have risen from 2,355 to 2,600, including strong international growth.
- Reach metrics are surging, with 18.6 million social interactions since July, Sky audiences of 1.45 million for Bayern and 1.32 million for St. Pauli, and HSV Netradio listenership doubling to 25,518 per game, as finance chief Eric Huwer says there is no growth ceiling.