WE ARE FOOTBALL 2027 Fans & Marketing Guide: Members, Shop, Board

Most managers touch the fans screens once, hand everything to an assistant — and then wonder why the stands stay half empty. This page walks the whole commercial loop the way the tutorial video does: the fan shop with its price steppers and discount tiers, the production tab with special items and the club app, the Präsidium that decides whether you keep your job, and the three fans tabs where mottos, monthly budgets, ad campaigns, members and your public image turn a regional fifth-division club into a full house. If the financial frame around all this is still new, the finances and wage budget guide sets it up first.

How does the fan shop work in WE ARE FOOTBALL 2027?

The Verkauf tab lists every article your club sells and every player shirt, sorted by whatever column you pick — revenue, profit or the season forecast. The tutorial save has sold nothing yet, so the shirt rows sit at zero, but the mechanics are all visible: each article carries a sale price (VK) and a purchase price (EK) — shirts at 69 € bought for 55 €, scarves at 10 € bought for 8 €, down to pins and patches at 3 € — plus a record-sales panel that remembers your best week and best season of all time, the yardstick you fall back to after a relegation.

Every row has a Preisanpassung stepper that moves the price up to 20 percent in either direction — a surcharge when demand runs hot, a discount when you want a sale. The author personally never uses the surcharge; his gains come from the buying side instead.

How do discount tiers, special items and the club app work?

The Produktion tab is where the margin is actually made. Two progress bars — discount rating and quality rating — fill as you sell and reorder shirts, and each filled bar drops your purchase price a tier: the save sits at a 20 percent current discount with the next tier at 32 percent. Because the EK falls while your shop price holds, every tier is pure margin. Bundesliga clubs climb these tiers almost without trying; a fifth-division club has to fight for each one, which is exactly why bargain merch pricing stays rare in the lower leagues. The quality dropdown trades rating against Spanne — the shop’s margin — and the author cycles it to show that even a 30-percent margin setup can sell at a profit.

Sonderartikel are the occasion prints — cup scarves, title caps — and the game gates them honestly: the buy button only unlocks when there is something worth monetising, and the save’s screen says so outright (“Im Moment findet kein Spiel statt, für das Sonderartikel produziert werden können”). Order a run before a cup tie, and if you printed 100,000 title shirts and lost in the last minute, the Vernichten button under Aktueller Bestand burns the stock rather than letting it rot on the shelves for seasons.

The Vereinsapp panel sits on the same screen: a good app raises fan satisfaction and shows off your competence, but development costs 20,000 euros and updates keep billing. The author’s verdict is a budget rule, not a game rule: at Bundesliga level it’s nothing, at his fifth-division budget it’s a luxury he skips.

What does the Präsidium screen tell you?

Everything that decides whether you keep the job lives here. President Fynn Adam comes with three verdict lines — his football knowledge is honestly listed as „Wir haben doch keine Ahnung”, his investment readiness as „Solides Wirtschaften ist Pflicht” (solid bookkeeping is mandatory: no seven-figure losses), and the opposition as „Solide aufgestellt”, meaning a competent rival faction can take over and sack you if results dry up. The season target reads 3rd place, currently 2nd, the popularity ring shows 73 with the note that you are not yet a board member, and the contract panel dates to 2028 with no talks needed. The club currently has no majority owners, and your own announcements — a settled first eleven, a balance between attack and defence — are the promises the board measures you against.

One panel deserves a special mention: Präsidiumsaufgaben, board tasks like “ten clean sheets in this league for a 2 million transfer-budget bonus”. The author loves the feature — his stream save simply had it switched off, which the empty panel shows honestly. Turn it on for extra spice.

How do board meetings work?

Book a Gespräch mit Präsidium from the calendar and the game opens a negotiation screen: extend the contract, rule out an extension, request a release for another club, pull the extension option, or resign. The manager card on the left carries the soft stats that colour these talks — a trainer bar at 10 of 100 points, one star, languages, and a Fleiß bar that rises when you put in overtime. The author reads it as the game tracking your work ethic, and while he stresses that not every rule is written in any handbook, his experience across well over a thousand hours is that diligence gets noticed.

Budget changes run through the same channel: request them as a calendar appointment, and if the president declares the season’s budget wishes exhausted, there is nothing to negotiate. How board expectations shift with results is the board expectations guide’s territory.

How do you grow a fanbase in WE ARE FOOTBALL 2027?

The Fans > Allgemein tab bundles the growth levers. Identity first: the club motto („Wir sind die Sieger!”) ends up as a design element in the museum, the short motto on the stadium videoring. Then money: the Choreos monthly budget (dropped from 1,000 € to 500 € in the video) boosts your own home advantage, the away-travel subsidy chips at the opponent’s — the screen says so verbatim — and both can be delegated to a department head. With Ultras switched on, the stadium expansion guide’s terraces actually get used.

The Fahrtkosten-Erstattung deserves its own look: after a catastrophic away performance you can refund your fans’ travel costs — the button states that it exists precisely for those disasters and stays locked otherwise. It is an apology mechanic, not a subsidy.

Fan growth itself runs through Werbeaktionen: a city table lists duration, effect and cost — Wiesbaden 14 days at 75 percent for 15,000 €, bigger jobs at 28 days, small towns at 25 percent for 10,000 € — and every campaign feeds points into the effect ring. The video’s campaign for Wiesbaden is mid-run at 3 points, 14 days remaining; the author suspects the ring caps at four, which we repeat as his reading, not a documented rule.

The Spiel- und Spaßmodule budget covers half-time entertainment for kids and families — small money, steady growth — and the author’s closing advice is blunt: players who delegate all of this to an assistant with a volunteer fan-caretaker are the ones who later call the fan system broken.

Are club members worth it?

The Mitglieder tab is the quiet money-printer. The save counts 1,016 members; the panel works them out at 33 € average revenue per member per year against 8 € in perks — a 25 € margin each, before you count the voting rights and website content every membership carries. Thirteen perks are toggles: welcome gift, member card, ticket pre-sale and a 10 percent shop discount are on; the away-trip service, quarterly club magazine, second-team discount and the bus name are off, because each toggle raises the per-member cost — the author demonstrates the magazine adding six euros and the shirt raffle only one, which is why he starts small and grows.

Prices split into Standard (40 €), Reduced (20 €), Family (65 €) and a 1,900 € lifetime tier, and the golden rule sits right under the panel: prices may change once per season and must be locked in before 31 March. Growing the base itself costs money — a four-week membership campaign runs 14,000 € and can disappoint — and financial decisions need the members’ approval, shown by the 25 percent ring, which a 28,000 € support campaign can nudge.

How do you win over the public?

The Öffentlichkeit tab splits your following into 313 organised fans and 20,000 nationwide fans, and its levers are the most charming in the game. The Strampler toggle promises a club onesie to every newborn in Mannheim at 10 € a piece — adorable, and exactly the kind of line item that can wreck a small budget in a big city, so the author checks the city’s birth numbers before touching it. The mascot gets a name field (cosmetic, he admits — the name never shows up anywhere else, but personalisation builds attachment). Charity actions cost a hefty 30,000 € and buy public image plus your national reputation.

The daily driver is the fan-club panel: visits, gifts (50 €) and meetings, plus the action the author never skips — sending his strongest players to the fans. Two star names are enough to fill the care-satisfaction bar, and a full bar locks the button: the frame shows the state after his weekly round, bar full, slot greyed out. That routine, plus approval sitting at 78 percent among fans and 81 percent with the wider public, is why a 10,000-seat ground with 20,000 nationwide fans sells out every week.

Fans, members and sponsors all pull in the same direction as your results — and how the club’s money side absorbs all of it is the finances and wage budget guide, while the sponsorship stack specifically lives in the sponsor deals guide.