A new era for football

: the disruptive influence of small-sided leagues in Germany

Abstract

This dissertation explores the disruptive influence of small-sided leagues (SSL) such as the Baller League (BL) and Icon League (IL) within traditional football in Germany. As these leagues gained traction in 2024 among young demographics with innovative game formats and interactive live streaming, they offer new dynamics to Germany9s highly competitive football market. The research employs a mixed-methods approach, combining qualitative data from 14 expert interviews with quantitative survey insights of a sample of 223 respondents, and review of the literature. Findings reveal that while SSL disrupt certain aspects of traditional football, their overall impact is complementary rather than directly competitive to traditional football in Germany. Both, the BL and IL leverage innovative formats, digital engagement, and niche market strategies to attract younger audiences and modernize fan engagement, however, limitations such as a lack of cultural depth, history, and lasting fan loyalty prevent them from disrupting the dominance of professional football leagues in Germany. This study supports the potential for SSL to coexist with traditional football, offering new opportunities for innovation and engagement while respecting the long-standing legacy of German football. The insights offer valuable perspectives for football, media and sponsorship stakeholders seeking to adapt with changing consumer preferences.

Date of Award	29 Jan 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Peter Rajsingh (Supervisor)