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<p>Player market values generated on the online platform transfermarkt.de are based on a&#xa0;‘wisdom of the crowd’ logic and are used as an established point of reference in media reports, by football clubs, and in academic research. This article examines how football fans on this platform discuss player market values and justify proposals for upward or downward adjustments. Drawing on a&#xa0;qualitative content analysis of 1030 forum posts from the market value analysis thread, the study analyses the argumentative patterns through which fans substantiate and legitimise their notions of appropriate market values. The findings reveal six key justifications that structure the valuation discourse: performance, comparison, market, speculation, reputation, and club benefit. These argumentative patterns range from assessments of athletic performance and statistical indicators to comparisons with other players, transfer market activity, and assumptions about future developments. They also include an emphasis on a&#xa0;player’s specific value to the club and evaluations of public recognition. Ultimately, the market values are determined as the outcome of ongoing, collectively negotiated debates. The results underscore that the dissent arising from the reference to different valuation conventions supports the wisdom of laypeople, as this continuously creates new opportunities for valuations.</p>

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Weisheit der Laien – Die Rechtfertigungsordnungen von Fußballfans bei der Bestimmung von Marktwerten

  • 期刊论文

  • 出版模式：

    开放获取

  • 发表日期：

    2026年6月16日

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  • Jürgen Beyer

摘要

Player market values generated on the online platform transfermarkt.de are based on a ‘wisdom of the crowd’ logic and are used as an established point of reference in media reports, by football clubs, and in academic research. This article examines how football fans on this platform discuss player market values and justify proposals for upward or downward adjustments. Drawing on a qualitative content analysis of 1030 forum posts from the market value analysis thread, the study analyses the argumentative patterns through which fans substantiate and legitimise their notions of appropriate market values. The findings reveal six key justifications that structure the valuation discourse: performance, comparison, market, speculation, reputation, and club benefit. These argumentative patterns range from assessments of athletic performance and statistical indicators to comparisons with other players, transfer market activity, and assumptions about future developments. They also include an emphasis on a player’s specific value to the club and evaluations of public recognition. Ultimately, the market values are determined as the outcome of ongoing, collectively negotiated debates. The results underscore that the dissent arising from the reference to different valuation conventions supports the wisdom of laypeople, as this continuously creates new opportunities for valuations.