D – There was no sign of trade fair fatigue or a subdued mood in light of the many prevailing economic challenges: As soon as the doors of the Merchandising Fair Hamburg opened, large queues formed despite the intelligent electronic entry system.
This is certainly due to the subject matter – merchandise plays an increasingly more important role in the marketing mix – but no doubt also due to the impressive location: The Merchandising Fair Hamburg is traditionally staged at the Volksparkstadion of Hamburger Sportverein (HSV/Hamburg’s Sports Club). The VIP area overlooking the pitch offers a stunning ambiance.
The event took place on November 19-20, 2025. It is meanwhile not only a must-attend event for merchandise managers from the area of professional sport, but also for managers from the industry, trade, clubs and associations, artists and also bands, who want to offer their fans identification items.
HSV Merchandising Director, Sascha Steinbrück, who is also responsible for organising the event, reported: “We are fully booked and also had a long waiting list of potential exhibitors, all waiting for a free spot. This year we even have an exhibitor, who wanted to participate at all costs, so he erected his stand on the parking lot in front of the arena, to make sure he is present. Our evening event on the first day of the trade fair, which is also taking place here at the Volksparkstadion is completely sold-out as well.”
The many visitors – the official attendance figure wasn’t available at the time of going to press – could look forward to a wide spectrum of fan and merchandise items, whereby there was a clear focus on textiles. Fans simply love to show their clubs their support by wearing branded jerseys, scarves, caps, etc., but not only with these classics. It is therefore no surprise that numerous suppliers from the haptic advertising market were among the exhibitors presenting their line-ups. Much to the joy of the visitors, who were able to find inspiration among the unusually original and attractive items.
Michael Witzorrek, responsible for the merch programme at Fendt, a leading agricultural machinery manufacturer, confirmed: “This event is always worth visiting. Fendt is celebrating its 100th anniversary soon, I was already able to come up with some ideas for our anniversary here and also view some suitable products.”
The FanCommerce Forum 2025, which is organised by ESB Marketing Netzwerk, was held on the sidelines of the fair, also at the stadium’s facilities. On the agenda: Among others, Dr. Peter Rohlmann presented the results of his current fan item barometer. According to which the clubs of the first three German divisions generated a combined revenue of 445 million Euros with fan items. And the rapper, Montez, explained that merch is an increasingly important source of revenue for himself and other artists.
The Merchandising Fair Hamburg underlined once again how significant merch and haptic items that offer identification potential are in the interaction with fans and supporters in the areas of sports, art, culture, politics and business.
// Michael Scherer
Photos: Michael Scherer, © WA Media
