Bremen, May 18, 2026 – The digital quality of Bundesliga clubs is no longer just about how easily content can be found or how smoothly ticketing works. It also shapes how approachable, capable, and fan-oriented a club is perceived to be online. The new LIGA Benchmark 2026 from team neusta and NetFederation shows how differently the 18 Bundesliga clubs are positioned on their websites.
For the study, the websites were evaluated based on 76 criteria. The focus was on the areas of identity & content, services & interaction, and functionality & usability. The study was conducted in April 2026. “If you aren’t measured, you don’t improve. That applies on the field. It applies online. Digital quality is measurable—and can only be specifically improved once it’s clear where a club stands,” says Christian Berens, Managing Director of NetFederation.
1. FC Köln ahead of Bayern and Frankfurt
At the top of the rankings is 1. FC Köln, followed by FC Bayern Munich and Eintracht Frankfurt. The benchmark thus shows: Digital strength is not just a matter of reach or brand power, but of how consistently a website is designed and implemented from the fans’ perspective. According to the study, 1. FC Köln stands out particularly in the area of Services & Interaction. The website is especially comprehensive, user-oriented, and closely aligned with the club’s identity—from established service offerings to visible elements of the club’s culture.
High Standards, Clear Gaps
Many basic functions are now established across the league. 100% of the clubs offer ticketing, a fan shop, and stadium information on their websites. However, the real differences today are more evident in interaction, technical quality, and user experience. This is also evident in the details: 8 out of 18 clubs have a Hall of Fame or Legends section, 4 out of 18 feature their club anthem on the website, and 7 out of 18 offer polls or interactive formats for fans. As a result, digital fan engagement often falls short of its potential.
The website remains the most important home advantage
A key finding of the benchmark is the role of a club’s own website in conjunction with social media. Many clubs are now shifting interaction to platforms like Instagram, TikTok, or Facebook. However, the benchmark makes it clear that a club’s own website is the only digital space that clubs can permanently control and strategically develop themselves. “Twitter used to be the most important platform in soccer. Today it’s called X and is practically worthless for many clubs.
Those who haven’t learned from this are currently repeating the same mistake on Instagram and TikTok. A club’s own website is the only platform that no one can shut down or politically alter,” says Christian Berens.
Mobile matters—and that’s exactly where the problem lies
The need for action is particularly evident when it comes to technical performance. On desktop, only 3 out of 18 clubs achieve acceptable loading times; on smartphones, the figure drops to just 1 out of 18. Precisely where fans consume content on mobile devices, buy tickets, or access information on the go, technical quality remains a major shortcoming.
More than a ranking
The LIGA Benchmark 2026 is thus more than just a performance comparison of club websites. It shows where Bundesliga clubs have already reached a high level digitally—and where strategic development is needed to retain fans online in the long term.
The full study is available at www.liga-benchmark.de.
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