Can German handball win over Gen Z sports fans?

Is the handball fan dying out? - German handball’s ageing fan base sparks push for younger audiences

Handball remains a popular sport in Germany, with millions of fans tuning in for major matches. Yet the audience is ageing, and industry figures are pushing for change to attract younger supporters. A new study reveals that while interest among Generation Z is rising, the sport struggles to connect with them beyond traditional broadcasts.

In November, Germany’s men’s team drew 2.4 million viewers for their match against Iceland on ZDF. However, nearly two-thirds of those watching were aged 60 or older. Only 351,000 viewers fell into the 14-to-49 age bracket, while 522,000 were between 50 and 59. The trend was similar for the Women’s World Championship final, which pulled in nearly six million viewers—yet just 1.27 million were under 50.

The ageing fan base extends beyond TV. The Füchse Berlin fan club has around 210 members, with an average age of about 60. Fewer than 25 of them are under 30. Other Bundesliga clubs report similar patterns, suggesting a broader challenge for the sport. Despite this, handball is seeing growth in younger audiences online. The Handball-Bundesliga (HBL) notes rising engagement on platforms like TikTok, Instagram, and YouTube. A study also found that 52 percent of Gen Z handball fans say their interest has increased over the past three years. Yet nearly half of them believe celebrity endorsements could help—but the sport lacks high-profile figures to break into mainstream culture. Former player Stefan Kretzschmar has called for action. He wants more handball influencers and Twitch streamers to engage younger fans. Without fresh approaches, he warns, the sport risks losing relevance with new generations.

Germany’s handball scene faces a clear divide: strong viewership among older fans but limited appeal to younger audiences. While digital growth offers hope, the sport must adapt its outreach to secure long-term interest. The push for influencers and modern engagement strategies could determine whether handball thrives or fades among the next generation.