Football fans are like big families: there are the loud uncles (the Ultras), the proud grandparents (the traditional fans), the little siblings (the youth) – and they all want attention at the same time. Some want current news directly to their mobile phones, others prefer a personal letter for their birthday. How do you get such a colorful group under one hat?
The answer from the Munich Lions: with a club app. Or as they say in Munich: “A gscheide Vereinsapp, please.”
TSV 1860 Munich, founding member of the Bundesliga and a centerpiece in the Giesing district, has developed its own club app together with hello again. And proves that tradition and digitalization can perfectly complement each other.
We spoke with Georg Hochedlinger, Head of Marketing and Sales at the Lions, about fan love, push notifications and why collecting points alone is not enough to win hearts in the Löwen cosmos.
Interview: Georg Hochedlinger on Fan Love and Push Notifications
You are a club with over 27,000 members, 400 fan clubs and a huge tradition. How do you deal with this responsibility?
Georg Hochedlinger: „We’re a club with a long tradition, but at the same time, we want to embrace modern approaches. With our Munich club app, which we developed in collaboration with hello again, we’ve created a platform that brings fans, members, and partners together on a digital level. We had over 15,000 downloads in just the first few days—a huge success.“
What makes the club app so valuable for you?
Georg Hochedlinger: „On the one hand, it’s a modern way to manage members through the club app. Every fan has their own personal account, gets exclusive content, can earn points, and redeem them for rewards—ranging from discounts to a meet-and-greet with players. On the other hand, the app strengthens our community. Fans get live updates, news from the locker room, or exclusive streams right on their smartphones. This transforms software for clubs into a true fan platform that goes far beyond traditional management.“
| Key figure | Value |
|---|---|
| Members | Over 27,000 |
| Fan Clubs | More than 400 |
| Downloads in the First Few Days | Over 15,000 |
| Push notifications per week | About 300,000 |
Many companies talk about community building today. In football, this is particularly emotional. How do you use the app for this?
Georg Hochedlinger: „Soccer thrives on emotion. Through the app, we create experiences you can’t buy: exclusive giveaways, surprises like a player’s visit to birthday parties, or fan events. We also reward loyal fans—those who regularly attend games at the stadium, check in at the training facility, or invite friends earn points. These „Lions“ can be redeemed for perks. This keeps the bond strong—even during times when things aren’t going perfectly on the field.“
Traditionally, one thinks of club software in terms of administration. What do you think about that?
Georg Hochedlinger: „Of course, a well-functioning club database is essential. But we see our app not just as an administrative tool, but as the heart of fan communication. We send out around 300,000 push notifications per week—it doesn’t get much more direct or personal than that. This allows us to reach fans much faster than through traditional media.“
How will the journey continue in the future?
Georg Hochedlinger: „Our goal is clear: We want to return to the Bundesliga on the field. But to do that, we also need financial strength. The app is a new revenue stream for us—both through partners who are featured in the app and through the added value it provides for fans.".
„We're currently working on a “Lions Benefits World“ where fans can get exclusive offers from our sponsors. This will make the app even more appealing—and show that a club's own app can do more than just provide information."
Digital Home Instead of Paperwork: A Club App Makes It Possible
The example of TSV 1860 Munich shows that a modern club app for soccer clubs isn't just a „nice-to-have“—it's a must-have. It combines traditional Member Management with emotional Fan Loyalty, brings in partners, and creates new revenue models. You can read more about the app's specific numbers and features in our article TSV 1860 Munich: How a club app digitally revolutionizes fan loyalty.
Whether you've taken over as president of a small sports club or a long-established club with millions of fans—our team at hello again is here for you and would be happy to advise you on the options available to your club. Also in the Sports Retail It becomes clear just how much potential there is in digital customer engagement lies—more on this in our article on Digital Power in the Sports Retail Industry.
FAQ: Frequently Asked Questions About the TSV 1860 Munich Club App
How many members and fan clubs does TSV 1860 Munich have?
The club has over 27,000 members and more than 400 fan clubs, each of which receives personalized support. Given its size, a digital platform like the club’s own app is particularly valuable.
How successful was the launch of the club app?
There were over 15,000 downloads in the first few days after the launch. Since then, the app has become the digital home for Löwen fans.
What can fans do with their „Lions“ points?
Fans earn Löwen Points by attending games, checking in at the training facility, or referring friends. These points can be redeemed for discounts and special experiences, such as a meet-and-greet with players.
How often does the club send push notifications?
TSV 1860 Munich sends out about 300,000 push notifications per week. This makes the app one of the most direct channels for reaching fans quickly and personally.
What is the planned „Löwen-Vorteilswelt“?
"Löwen-Vorteilswelt" is a section of the app currently in the planning stages, where fans will receive exclusive offers from the club's sponsors. With this, the club aims to further expand the app as a revenue stream.
Why isn't a simple points system enough to keep fans engaged?
Because genuine connection is built on emotions. Points alone don’t create a sense of closeness—it’s only when combined with real experiences, such as player visits, contests, or fan events, that a discount program turns into a meaningful relationship with fans.
