Market Research on the FIFA Club World Cup: Younger Fans See Potential, Older Ones Are Skeptical

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  • Representative survey conducted by Tipico Sports Data Center in collaboration with ONE8Y shows: 78% of football fans watched at least one match.
  • The highest interest is directed at international top teams, while formats and media presence remain weak
  • 50% of Gen Z want more significance for the tournament – but only 38% of those aged 55 and older.

Berlin, July 18, 2025. Even after the final whistle of the FIFA Club World Cup, discussions about its acceptance among the German public continue. While empty stands and lack of interest are often mentioned, the result of a current, representative survey by the Tipico Sports Data Center in collaboration with the sports business and research consultancy ONE8Y presents a different picture. Notably, there are clear differences between younger and older football fans in terms of their opinions and engagement with the tournament.

Methodology Note: A total of 2,536 people from Germany, aged between 16 and 69 years, were surveyed. Of this group (n=2536), 1,648 respondents indicated that they were “very” or “somewhat” interested in football. All questions and resulting conclusions are based on this group (“Top 2”). Generation Z was defined as individuals under 30 years old who expressed an interest in football, while the 55+ group refers to football enthusiasts aged 55 and older.

High Awareness of the Tournament, Gen Z Most Interested

The FIFA Club World Cup is widely known among football enthusiasts in Germany: 88% of respondents say they are familiar with the tournament. Over three-quarters of the respondents (78%) say they had watched at least one match of the tournament. This contradicts the assumption that hardly anyone in Germany is interested in the tournament. Among Generation Z (under 30), engagement was highest: about a quarter (24%) say they watched five or more matches.

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(in German)

FIFA Club World Cup Overshadowed By Established Competitions

Despite the encouraging awareness for the organizer, only 13% of football enthusiasts rate their interest in the FIFA Club World Cup higher than in established competitions like the Bundesliga or the UEFA Champions League. On the contrary, more than half (57%) of the older demographic rates their interest in the tournament as “lower” or “non-existent,” while for Gen Z, this share is still 40%.

The perceived attractiveness of the tournament is also modest: Only 17% of football enthusiasts find the FIFA Club World Cup “very attractive,” and among the 55+ group, this figure drops to just 6%. Half of the 55+ fans consider the format “less attractive” or “not attractive at all.”

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Top Clubs and International Diversity as Key Attractions

When asked about the most exciting aspects of the tournament, 47% of football enthusiasts cite the participation of international top clubs, with 56% of those aged 55 and older agreeing. For 40%, the continental comparison also plays an important role. Interestingly, the expanded tournament format resonates particularly with young football fans: One-third of Gen Z (33%) find the new format especially interesting. Rule innovations and experimental formats appeal to smaller target groups, with about 20% of Gen Z and 18% of the overall group rating this as exciting.

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Generation Z Sees Potential and Wants a Bigger Role for the Tournament

As for the potential? The majority (51%) believes that the FIFA Club World Cup will play a larger role in international football in the future – with the younger generation (55%) even more optimistic than the 55+ group (43%).

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Under-30s viewing the tournament more positively is also evident in the question of whether a more prominent role for the FIFA Club World Cup is desirable in the opinion of football fans: 50% of Gen Z support this idea. In the 55+ age group, only 38% agree, a significantly lower figure.

Media Behavior: Differences in Engagement and Platform Choice

The majority of football enthusiasts followed the tournament via live TV or streaming (67%). In Generation Z, this figure is 60%. This group also engages with alternative formats such as YouTube (13%) or social media (7%). The 55+ demographic, however, primarily relied on traditional TV broadcasts (78%), with digital formats playing a minor role.

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Suggested Improvement: Broadcast Times

To increase the appeal of the format, many fans suggested changes. Unsurprisingly, better broadcast times (37%) topped the wish list. A more exciting tournament structure (28%) and greater media presence (23%) followed closely behind. And while 29% of those over 55 didn’t provide suggestions as they generally stated they had no interest in the FIFA Club World Cup, only 9% of Gen Z selected this option. Thus, clear potential exists among younger fans, especially with future tournaments in a viewer-friendly time zone.

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About the Study

The market research was conducted in July 2025 on behalf of the Tipico Sport Data Center by ONE8Y. A total of 2,536 people from Germany participated in the survey. The survey was demographically representative according to census data on age, gender, and region. Of the respondents, 1,648 indicated they were “very” or “somewhat” interested in football. Only this group was used to analyze the FIFA Club World Cup-related questions.

Real Madrid Top Favorite for FIFA Club World Cup

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    • Will Xabi Alonso win his first title with Real? Their probability of winning is 20 percent – ahead of Champions League winners Paris Saint-Germain.
    • FC Bayern München has the best chances for the tournament’s strongest offense.
    • Kylian Mbappé likely to be top scorer.

This weekend marks the debut of the FIFA Club World Cup in its new format, hosted for the first time in the United States. Starting this year, 32 teams from around the globe will compete in the tournament. The Tipico Sports Data Center forecast shows a clear picture: European powerhouses dominate the field – with Real Madrid, Paris Saint-Germain, Manchester City, and FC Bayern München at the top of the field.

Better Title Chances for Real Madrid than Champions League Winners PSG

Led by new head coach Xabi Alonso, Real Madrid enters the competition as the favorite, with a 20 percent chance of winning. According to the data models by the Tipico Sports Data Center, the Spanish record champions – who claimed five Club World Cup titles in the past eleven years – are ranked ahead of Paris, inspite of French team’s recent most highest final victory in Champions League history. Paris, however, is given “only” an 18 percent chance. The decisive factor: the historical triumphs that Real Madrid has had at club level.

Bayern with Realistic Title Chance – and Possibly the Most Goals in the Tournament

FC Bayern München ranks fourth with a 13 percent chance of winning the title, behind Manchester City (17 percent). While the Tipico Sports Data Center does not consider the München side a top favorite for the title, they lead in another category: with a 32 percent probability, the German record champions are expected to be the team that scores the most goals in the tournament. One key reason is the group stage setup: Bayern will face Auckland City FC in their opening match – the tournament’s ultimate underdog, with a less than 0.1 percent chance of winning the title. Real Madrid follows closely behind Bayern in this category, with a 31 percent chance of scoring the most goals.

Mbappé Favorite to be Top Scorer

The race for who will tally up the most goals is shaping up to be a tight contest among Europe’s elite strikers. Real Madrid superstar Kylian Mbappé enters the tournament as the favorite with an 18 percent chance of finishing as top scorer. He is followed by Manchester City’s Erling Haaland (15 percent) and Bayern München’s Harry Kane (14 percent). World champion Lionel Messi, who is making his Club World Cup debut with Inter Miami, is given just a five percent chance of scoring the most goals – placing him in a tie for eighth overall.

Europe Dominates the Field – Outsider Chances for Brazil

According to the Tipico Sports Data Center, the outlook is bleak for non-European teams: Flamengo Rio de Janeiro and SE Palmeiras São Paulo from Brazil are considered the strongest challengers from outside Europe, each with a seven percent chance of winning. Overall, the forecast is clear: with significant performance disparities expected in the group stage, the Club World Cup is likely to be decided among the European teams — with Xabi Alonso’s Real Madrid having the best chances of claiming their first title in 2025.

Tipico Becomes Partner of 3. Liga

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  • Partnership agreement valid for three seasons
  • Now Tipico supports all professional football competitions in Germany
  • Deal provides financial boost to 3. Liga clubs

Tipico and the Deutscher Fußball-Bund (German Football Association) have announced an expansion of their strategic partnership. The leading German sports betting provider already partnered with the DFB Cup competitions for both women and men, will now also become an official partner of the 3. Liga (Third Division). The agreement comes into effect on July 1st at the start of the new season and runs for three years through the 2027/28 season.

Under the terms of the agreement, Tipico receives exclusive central advertising rights across the 3. Liga. This includes joint Tipico and league logo placement on the right sleeve of all 3. Liga team jerseys, brand visibility through stadium advertising boards during TV broadcasts, and various digital rights. The majority of the financial proceeds from this agreement will directly benefit the 20 3. Liga clubs, with payments distributed each season.

Kajetan Strini-Brown, Director of Marketing & Brand at Tipico, explains: “3. Liga is pure football: packed stadiums, passionate competition, hope and suspense – it’s a perfect match for Tipico! We are therefore extremely excited to work together to further strengthen the appeal and visibility of this special league. For us, the 3. Liga is the logical extension of our commitment to German football, as we are now partner of all professional competitions. We have been working with the Bundesliga and 2. Bundesliga for many years and have also partnered with the DFB for a year already.”

Dr. Holger Blask, Chairman of the Management Board of DFB GmbH & Co. KG, says: “This good news rounds off an outstanding year in the 3. Liga full of spectator records and underlines the popularity of the league. Tipico fits in as a strong and reliable partner. Together, we also want to continue our extensive efforts for responsible handling of sports betting within this framework. For many years, the DFB has shared the goals named in the State Treaty on Gambling, which only permits betting offers from state-licensed providers in accordance with legal requirements. In this context, the promotion of regulated offers and simultaneously the effective fight against the black market are of great importance to preserve the integrity of the game and protect the players.”

Tipico has provided innovative, user-friendly, and secure sports betting products, growing to become Germany’s most popular sports betting brand. Beyond continuous product development, Tipico pioneered modern player protection concepts 15 years ago and is officially registered on the whitelist of authorized German sports betting providers.

Tipico Proud to Achieve ISO 14001:2015 Environmental Certification

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  • Tipico attained the ISO 14001:2015 certification, reinforcing its commitment to environmental sustainability.
  • The certification follows thorough internal and external audits.
  • Tipico aims to extend certification to its retail network.

Tipico, the leading sports betting and online gaming provider in Germany, has successfully attained the highly regarded ISO 14001:2015 certification for its Environmental Management System (EMS).

This significant achievement underscores Tipico’s commitment to environmental responsibility and sustainable business practices across its offices in Germany and Malta.

 

Why ISO 14001:2015 Matters

The ISO 14001 has been the global benchmark for effective environmental management systems since its introduction in 1996. It provides organisations with a framework to manage environmental responsibilities systematically, emphasising continuous improvement, regulatory compliance, and the achievement of measurable sustainability objectives. For Tipico, certification is both a recognition of existing efforts and a springboard for future progress: Beyond the environmental benefits, implementing ISO 14001:2015 drives greater resource efficiency, reduces waste, and delivers real cost savings, ensuring that sustainability and business success go hand in hand.

 

The Road to Certification and Beyond

Tipico’s path to certification involved a comprehensive assessment of its environmental impact and operational practices.

This was followed by the implementation of targeted policies and procedures to close identified gaps and ensure alignment with ISO 14001:2015. Through rigorous internal and external audits, Tipico successfully met the standard’s stringent requirements.

While the successful completion of these audits at Tipico’s German Technology offices in Karlsruhe and Munich as well as the headquarter in Malta represents a major milestone, it marks just the beginning. Tipico is already taking further steps towards sustainability, with plans to extend the certification to its network of retail shops across Germany. This ongoing commitment reinforces Tipico’s dedication to embedding sustainability in every aspect of its operations, both online and offline.

Tipico Launches ‘Trusted Partner’ Quality Initiative for Game Manufacturers

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  • Initiative recognizes manufacturers that do not supply black market operators
  • Tipico supports companies certified as ‘Trusted Partner’
  • Initiative sets a strong signal for integrity, responsibility, and consumer protection

Tipico Games, Germany’s leading provider of virtual slot games, is proud to present its new quality initiative, ‘Trusted Partner.’ The aim of this initiative is to support game manufacturers who voluntarily commit to not supply anyone operating illegal gambling websites in Germany. Such black-market offerings bypass German regulatory requirements, provide no reliable player protection, and evade taxes owed in Germany.

 

Tipico Supports Companies Certified as ‘Trusted Partner’

Game manufacturers certified by Tipico as ‘Trusted Partner’ commit to making their products available in Germany exclusively to licensed and reliable operators. They also commit to promoting responsible gaming and stand for transparency. In return, Tipico commits to conducting all marketing activities – particularly TV presence, digital platforms, and CRM campaigns – exclusively with partners awarded through this quality initiative.

Christian Heins, Director of iGaming at Tipico says: ‘We are very pleased that several major games manufacturers have fulfilled the requirements as ‘Trusted Partner’ at the start of our quality initiative already. Combating illegal offerings is essential for the successful channelization into the legal and safe market, and we are convinced that this goal can only be achieved in the long term through a joint effort by all stakeholders.’

 

Initiative Sets a Strong Signal for Integrity, Responsibility, and Consumer Protection

The ‘Trusted Partner’ quality initiative raises consciousness for a strong regulated market, supports reputable providers, and promotes a safe environment for players. At the same time, it aims to push back illegal websites and black-market offerings. In the future, the plan is to open this quality initiative further to payment service providers and media partners as well.

Game manufacturers who are already part of the ‘Trusted Partner’ quality initiative at launch*: Apparat, Games Global, Greentube, Hölle Games, MERKUR, Play’n GO, SYNOT, ZEAL

*) in alphabetic sequence

Statement regarding ARD and Die ZEIT coverage on March 6, 2025

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On March 6, 2025, ARD and Die ZEIT reported on online sports betting in Germany, mentioning a supposed “secret agreement” between sports betting providers and the federal states.

This claim is incorrect.

In fact, this agreement is a judicial settlement which was reached and recorded during a public hearing at the Darmstadt Administrative Court. Furthermore, the federal states have publicly disclosed the contents of this settlement in their interim report evaluating the State Treaty on Gambling. This report has been publicly accessible since June 2024 on the websites of the Conference of Interior Ministers and several state parliaments.

Additionally, a TV segment aired on March 6, 2025, as part of ARD’s “Monitor” program covering online gambling in Germany claimed that a student with limited financial resources was able to increase his deposit limit at Tipico within “just two seconds.” The segment implies that this procedure violated regulatory requirements. The impression was further intensified by stating that Tipico “declined to comment” when asked why this limit increase was granted.

This claim is incorrect.

Below is the original question (translated from German to English) by ARD Monitor and Tipico’s timely response:

ARD Monitor: In a test scenario, we asked a student with a low monthly income to increase his limit at Tipico. Within a few minutes, he received approval from your company for a monthly limit increase to 10,000 euros, even though this was clearly beyond his financial capabilities. Please provide a statement regarding this matter.

Tipico: We would be happy to investigate this case thoroughly. If you provide us with the relevant details, we can comment on why this limit increase was approved.

We received no further response with details from the editor.

In practice, all requested limit increases are reviewed according to the ancillary conditions stipulated in our license, with various verification methods available. The Schufa-G inquiry described in this report is one such method.

The Joint Gambling Authority of the Federal States (Gemeinsame Glücksspielbehörde der Länder, GGL) has published detailed information regarding the Schufa-G inquiry: GGL statement (in German)

10 Years of Partnership: DFL and Tipico Extend Partnership Until 2029

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  • Tipico Remains Official Partner of the Bundesliga and 2. Bundesliga
  • Tipico Continues to Feature Logos and Championship Trophy in Advertising
  • Sponsorship Plays a Key Role in Supporting Legal Market

Tipico, Germany’s leading sports betting provider, will continue as the Official Partner of the Bundesliga and 2. Bundesliga. Before the end of the current agreement, Tipico and the DFL (Deutsche Fußball Liga) have agreed to extend their partnership, which began in 2018, through to the end of the 2028/29 season.

As part of this agreement, Tipico will continue to use the logos of both competitions and the two Meisterschalen (championship trophies) in its advertising. The company will also retain its extensive advertising rights, including first-access rights included in DFL’s media contracts, as well as a “Matching Offer Right” for all special advertising formats with national partners, and exclusivity within the industry. Tipico will also be integrated into digital Bundesliga platforms.

“We’re thrilled to extend this long-standing collaboration built on mutual trust. Over the years, Tipico has proven itself as a highly professional and reliable partner with a deep passion for football,” said Tobias Thöne, Director of Commercial Partnerships at Bundesliga International GmbH.

Kajetan Strini-Brown, Director of Sports Brand at Tipico, said: “We’re incredibly proud to continue our partnership with the Bundesliga and 2. Bundesliga! German football is at the heart of what we do, and that passion has always been deeply embedded in our DNA as a company. This extension is a key part of our strategic partnerships, which also include the DFB-Pokal, another major German football brand. Sponsorship, and the visibility it brings, plays an important role in guiding customers to the legal market.”

As outlined in the State Treaty on Gambling, the possibility to promote sports betting is an essential tool for guiding the deeply human drive to gamble into regulated and monitored channels. This plays a critical role in ensuring proper regulation of sports betting while counteracting illegal offerings. For more than 20 years, Tipico has been offering innovative, user-friendly, and secure sports betting products and has become the most popular brand for sports betting in Germany. In addition to continuous product development, Tipico has been working on modern player protection strategies for the last 15 years. The DFL has also long been committed to preventing match-fixing and gambling addiction in German professional football.

Tipico Welcomes ECJ’s Review of “Refund Claim” Business Model in Sports Betting

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  • Erfurt Regional Court Asks European Court of Justice for Further Clarification
  • It’s clear: Refund claims are a matter of EU law and will be decided by the ECJ
  • Tipico: “We’re confident that, as in the past, the ECJ will rule in our favor.”


Tipico, Germany’s leading sports betting provider, welcomes that Erfurt Regional Court (LG Erfurt) has referred additional questions to the European Court of Justice (ECJ) regarding the admissibility of refund claims in online sports betting (Case No. 8 O 515/24). Following the Federal Court of Justice (BGH) referring the matter to the ECJ in July 2024, now another German court is asking the ECJ to clarify key issues related to the player lawsuits.

Clear Rejection of the “Refund Claim” Business Model

Currently 20 referral questions regarding the matter are awaiting clarification by the ECJ. Despite this, specialised litigation firms and litigation funders continue to lure players into their business model, promising unrealistic chances of success while falsely claiming that the relevant legal questions have already been definitively resolved in their favor.

The Federal Court of Justice (BGH) had already rejected this view in July 2024 with its referral to the ECJ (ECJ: C-530/24). The recent decision by the Erfurt Regional Court to submit six additional clarifying questions to the ECJ once again makes it clear that the ECJ will have the final say on this matter.

The plaintiffs’ side has attempted to prevent further referrals to the ECJ through motions for bias or venue changes in many cases nationwide. However, despite such delay tactics, the referral to the ECJ is proceeding and will contribute to a comprehensive clarification of the legal situation.

ECJ to Answer Six Additional Questions

The initial referral question from the Federal Court of Justice (BGH) primarily concerned the impact of the ECJ ruling from 2016 in the “Ince” case (C-336/14 – Ince). It seeks to clarify whether that ruling also applies to civil proceedings, such as the present case, in order to maintain the consistency of the legal system.

The Erfurt Regional Court goes much further in its inquiry. The questions focus on the compatibility with the applicable substantive law at the time and delve into the legal situation surrounding sports betting in Germany as an EU member state between 2012 and 2019. The need for clarification in this regard had already been indirectly confirmed by the BGH, which had suspended similar cases involving substantive legal violations.

Matthias Folkmann, spokesperson for the Tipico Group, says: “We welcome the approach taken by the Erfurt Regional Court. It is important that, alongside the BGH, lower courts also refer additional questions to the ECJ, so that the legal situation can be fully clarified and legal certainty can be established. We look forward to this clarification from the ECJ with confidence, as we are sure that the ECJ will rule in our favor, as it did in the past. These ongoing referrals remove the basis for a business model which intrumentalises credulous players.”

* The referral decision by the Erfurt Regional Court, along with a legal analysis of the referral questions by Dr. Ronald Reichert, Tipico’s legal representative, can be found here.

** For more information on the ECJ referral by the BGH in July 2024, please refer to our related press release here.

Tipico and NOVOMATIC Sign Agreement for Acquisition of ADMIRAL Austria

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  • Tipico Group strengthens its position in Austria
  • Novomatic AG focus on international growth markets

St. Julian’s/Karlsruhe/Gumpoldskirchen. Today, Tipico Group, the leading sports betting provider in the German-speaking region, has signed an agreement with NOVOMATIC AG to acquire a 100% stake in ATLAS Group GmbH, the parent company of ADMIRAL Group in Austria.

For Tipico Group — Germany’s leading provider of sports betting and online slot games — this investment marks an important step toward further strengthening its position in Austria and expanding its portfolio. The NOVOMATIC AG Group confirms this as a step increasing the focus on its international business orientation as a global innovation leader in the industry.

Axel Hefer, CEO of Tipico Group, says: “This agreement is an important milestone in Tipico’s expansion strategy to further broaden our leading role in the German-speaking market and strengthen our position in Austria. For 20 years, Tipico has stood for state-of-the-art technology, innovative products, and consumer protection. We are pleased to have found in the ADMIRAL Group a partner who shares these same values. We look forward to a successful future in the Austrian sports betting and gaming market.”

Stefan Krenn, Member of the Executive Board at NOVOMATIC AG, says: “We have decided to sell the ADMIRAL Group in Austria in order to focus on international growth markets and drive further global expansion. In Tipico, we found a highly professional and reliable partner who will continue to operate ADMIRAL in Austria successfully and sustainably.”

The agreement is subject to certain conditions such as regulatory approvals.

Tipico Receives Permission for Online Casino Games in Schleswig-Holstein

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Tipico, the leading German sports betting provider and online gambling operator, has received permission from the Ministry of the Interior of Schleswig-Holstein to offer and conduct online casino games in the state. This is the first time such a permission has been granted to private operators in Germany. Tipico is thus the first provider—together with three other companies—to receive this permission. The state of Schleswig-Holstein aims to fulfill its mandate from the Interstate Treaty on Gambling (Glücksspielstaatsvertrag) to direct any gambling into legal avenues. The permission is valid for 15 years.

“Receiving this permission is a great vote of confidence and underscores our pioneering role in consumer protection and technological leadership,” says Jochen Weiner, Director Compliance at Tipico. “It affirms our high standards in the development, implementation, and control of protective measures, and shows the trust in our ability to offer attractive, regulated products.”

“By allowing an attractive online offering, we aim to prevent players from turning to illegal options when they wish to play games known from casinos online, thereby strengthening legal gambling,” said Schleswig-Holstein’s Minister of the Interior, Sabine Sütterlin-Waack, in a press release from her ministry.

In October 2020, Tipico was also among the first providers to receive official permission to conduct sports betting in Germany. Additionally, Tipico offers virtual slot games under the “Tipico Games” brand. The new permission enables Tipico to offer casino classics like roulette and blackjack in Schleswig-Holstein in the future.