Is the handball fan dying out? - Handball’s Gen Z Problem: Can Influencers Save the Sport?
Handball legend Stefan Kretzschmar has urged the sport to modernise its appeal to younger fans, including Gen Z. He believes more influencers and Twitch streamers could bring fresh energy to handball, ensuring its future relevance. His call comes as the Handball-Bundesliga (HBL) sees growing engagement on digital platforms like TikTok and Instagram.
A recent study found that Germany has 23 million handball fans, with 52 percent of Gen Z supporters reporting increased interest over the past three years. However, the sport still struggles to attract younger audiences on traditional TV. When Germany’s men’s team played Iceland on ZDF in November, two-thirds of the 2.4 million viewers were aged 60 or older. In contrast, the Women’s World Championship final on ARD drew nearly six million viewers, including 1.27 million aged 14 to 49.
Live sports generally pull in more young viewers than other TV programmes, but handball’s older fanbase remains dominant. The fan club of Füchse Berlin reflects this trend, with around 210 members averaging 60 years old—only about 25 are under 30. Meanwhile, the HBL has seen success on social media, where platforms like YouTube and Instagram help connect with Gen Z. Kretzschmar’s push for change highlights a key challenge: nearly half of young handball fans say celebrity endorsements boost their interest, yet the sport lacks high-profile figures who resonate beyond its core audience. The HBL now hopes more players will take on influencer roles, blending lifestyle content with the game to attract younger supporters.
The sport’s digital growth offers a path forward, but bridging the gap between older and younger fans remains critical. With Gen Z increasingly turning to social media, handball’s future may depend on embracing new formats and personalities. The HBL and its players now face the task of turning online engagement into lasting interest.
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