Innovation in sports market research



Results available after 24-48h in individual dashboard and customer design


End device independent, flexible contents and methodologies, CRM connection possible


Lower costs, customer administrable and GDPR compliant

The Road to the FanLab

1. The Fan Monitor 2018 as a representative baseline study as a database for comprehensive fan analyses

  • Representative market data in Germany
  • Stratification & segmentation of target groups
  • Extrapolatable market data & benchmarking
  • Target values for selected characteristics
  • Extrapolation for the Fan Panel
  • Content design of the Collector

2. Recruitment of fans via an initial survey for the development of an own fan panel

  • Recruitment of fans via different channels
  • Initial, own survey as foundation
  • GDPR-compliant collection of master data
  • Development of the fan panel via short survey
  • Connection with prize draw
  • Comparison of stratification with master data

3. Individual panel as time and cost efficient tool for the survey of different target groups

  • Individual Panel (n = 3.000 bis 5.000 participants)
  • Technical infrastruktur, help desk, project lead
  • Professional maintenance, incentives and connection to the CRM system
  • Selection according to target groups, personas etc.
  • Short-term, targeted surveys with results within 24-48 hours
  • Concept and product testing, campaigns, marketing insights, sponsors, hot topics, trends, …

Added Value and Use

  • Innovative technology in interaction with fans and sympathisers
  • Solve a wide range of problems quickly and flexibly with just one tool
  • Three-stage concept from representative Germany to fan/customer
  • Integration of market research and CRM
  • clusters according to relevant target groups/personas accordingly indv. Needs and questions
  • Evidence of the actual impact of campaigns through individual longitudinal analyses of each person
  • Relevant, quickly available results and platform for partners and sponsors
  • Lower operating costs

Interfaces to databases and systems

State-of-the-art survey tools

State-of-the-art reporting

Community and Fan-Panels

The FanLab as a powerful and client-capable framework for setting up, using and continuously maintaining community panels

Wintersports Panel

Existing winter sports panel with n=2,000 winter sports fans and active people.

Golf Panel

In Development

Team Panel

Exclusive for Clubs, Leagues and Federations.

Sailing Panel

In Development


We are an owner-managed agency specialized in Strategy & HR Consulting in the sports business.

Our sports DNA is based on more than 100 years of sports business experience of our four partners.

Our unique combination of Strategy and HR Consulting offers managers and specialists relevant solutions and answers for a variety of strategic challenges.
We are determined to raise the success of strategic and HR decisions significantly.

Our approach is based on our sports business know-how, our extensive SPORTHEADS personnel database, own studies and market analyses and our confidential and cooperative style of collaboration.

Great heads need great strategies! And great strategies need great heads!


Dr. Marcus Hochhaus

Managing Partner

Marcus Hochhaus has many years of relevant experience from responsible positions in the media and sports industry. His training includes positions at universities in Bielefeld, Tübingen and Berlin, two semesters abroad in New Zealand and at the Ludwigsburg Film Academy. He holds a doctorate in European film economics and is a lecturer at the Fresenius University of Applied Sciences in Munich. At SPORTHEADS he advises sports companies in the areas of human resources, strategy and market and media research.

  • +49 89 200 609 20

Marc Mayer-Vorfelder

Managing Partner

Marc Mayer-Vorfelder founded the HR consultancy Mayer-Vorfelder SPORTHEADS in 2014 and since then has supported clients in the sports business in personnel matters. Previously, the graduate in business administration (University of Bayreuth) held several positions in marketing and sports sponsoring at HypoVereinsbank and UniCredit. In addition to his excellent contacts in sports and his sound knowledge in the sports business, he also contributes as a systemic coach to support clients from the sports industry in their career planning.

  • +49 172 710 62 28

Marcel Cordes

Managing Partner

Marcel Cordes is a graduate sports scientist and expert in the field of research and consulting. Before joining SPORTHEADS as Managing Director, he was a member of the board of SPORT+MARKT, President Europe Repucom, Managing Director setone and General Manager Europe of the Interpublic Group agency FUTURES Sport&Entertainment. As Managing Partner at SPORTHEADS, he is responsible for research and data-supported strategy consulting and supports sports groups and companies in their growth strategies.

  • +49 172 776 71 99


Karlstraße 19
80333 Munich

  • +49 89 200 609 20
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