GGFN Editorial | Who owns German football’s fan culture in the ‘Age of the Influencer?’

German football supporters have spent decades complaining about the commercialization of their sport, and now a new question is arising about who owns the fan culture in the 'Age of the Influencer'. This question is beginning to intrude on the terraces, sparking debate among supporters.

The issue of who owns German football's fan culture matters for social commerce because it raises questions about the role of influencers and commercialization in shaping the sport's culture and community. As social media platforms continue to play a larger role in shaping fan engagement, the debate over ownership and authenticity will only continue to grow.