Hamburger SV is set to return to the Bundesliga this coming season and is in its best financial condition in years. “The new HSV is debt-free,” said club executives. Major investments are on the horizon, and at the recent general assembly, members approved the creation of a Supporters Trust fund, paving the way for additional capital. This support is crucial, as HSV has ambitious plans for its home stadium.

Financial and attendance records

Over the past eight years, the club has reduced its net debt by approximately €75 million — despite the pandemic, relegation from the Bundesliga, and significant personnel changes. Much of this success is attributed to loyal fans, who have repeatedly broken attendance and merchandise records. Last season, Volksparkstadion recorded its highest-ever attendance and shirt sales reached 90,000 units. Despite the costs associated with promotion bonuses, HSV will finish this financial year with a profit — for the fourth consecutive time. According to CFO Huwer, only four other clubs in Germany can claim the same.

© Michael Panse (cc: by-nd)

A new identity and ambitious goals

HSV returns to the Bundesliga with a new identity, said Huwer during the general meeting.

Current investments in Volksparkstadion include €30 million spent on renovations ahead of UEFA Euro 2024 — just the beginning. An additional €7 million is planned for maintenance next season, increasing to €20 million in the following years. Planned upgrades include improved fan amenities and catering services. The club is also considering expanding the stadium’s capacity from 57,000 to 60,000 seats. We want to strike a balance between functionality and emotion, between financial efficiency and identity, Huwer emphasised.

To avoid incurring new debt, HSV will raise funds by forming a Supporters Trust cooperative. Club members will be able to purchase shares in HSV Fußball AG & Co KGaA. Over the next three seasons, a total of 1.87 million shares will be offered at around €500 each. If fully subscribed, the club could raise up to €100 million — funds intended primarily for fan-focused improvements to the stadium.

Huwer sees this approach as the golden path for the club’s development. For years we were just defending — clearing the ball and hoping for a lucky goal. Now, we’ve got the ball and we’re dictating the play. We're building a new decade. And the fun is just beginning, he concluded enthusiastically.