Dietmar Hopp is one of the founders of German software company SAP. He is a billionaire. And he also likes football. That's the reason why for a long time now he has been supporting local club TSG Hoffenheim, for which he was a striker himself when he was younger. You have never heard of Hoffenheim? Don't worry, it's ok. But I assure you, you will hear about them in the future!

Hoffenheim is a small place with about 3500 inhabitants in the south-western part of Germany, near Heidelberg. You could call it rural. The local football club, founded in 1899, played in different amateur leagues until Hopp decided that things have to change. Pumping more of his wealth into the club and recruiting star coach Ralf Rangnick (who had just been fired at Schalke 04 with which he played in the Champion's League), Hopp helped Hoffenheim promote to the 2nd Bundesliga for the 2007/08 season. After a few months in the world of professional football, it became clear that Hopp and Hoffenheim didn't intend to stay in the middle-ranks of the second league. So in mid-season Hopp/Hoffenheim spent again 20M Euro for new players and they were finally able to compete with the top teams for one of the three promotion spots. Yesterday was the last matchday of this season. With a flawless 5:0 victory over Greuther Fürth, Hoffenheim made the last step towards German's premium football league.

Dietmar Hopp and his players celebrating the promotion to 1. Bundesliga (Source: spiegel.de)

Now, you could say: Wow, that's a great story of success. But public opinion on this topic is quite divided. Even some officials of the competitors openly critisise Hoffenheim, for example by saying "It's sad to see such a team taking away one of the 36 spots in German professional football" (Christian Heidel, Manager of FSV Mainz 05). It's an outcry against the commercialisation of football. Before Hopp, there has not been a Abramowitsch in Germany, no Thaksin Shinawatra. People are not used to business men controlling their clubs. Football is still (at least to some extent) the people's game. Admittedly, most of the club officials would not mind more financial support of a company or private individual.

In Britain there is another example, being similar while at the same time fundamentally different. An internet community bought amateur club Ebbsfleet United and now has a say in all important matters. On one hand it's, of course, commercialism but fans from the basis have actually taken over control of a club. This model is obviously not very practicable. But I think it's indicator of a fundamental wish among fans: to be heard by the club they support; to have influence.

As I deal with fans nearly on a daily basis, I quite naturally came to think about what is going on in Hoffenheim right now. As I mentioned earlier, Hoffenheim is a rather small town, success came quite suddenly and before that not many people attended the matches. So where should 30,000 spectators come from to fill the new arena that is currently under construction (should be finished in January 2009)?! The pivotal question is: How can one create (masses of) fans? Actually that is one of the most interesting things that I am dealing with when it comes to Japan and the relatively young history of the J.League.

Most German clubs developed over a long period of time into what they are today. So you could say it was a quite natural development. But is it all wrong to build a club 'from scratch'? Especially among the rising ultrá supporter culture in Germany, Hoffenheim and its fans are not taken seriously. And that's still the best case. Many openly display their hostility. So next season will be very interesting, on and off the pitch. You will definitely get to see some violence and vandals surrounding Hoffenheim games.

I would really like to hear your opinion about this matter. How is the situation in your country? What's your opinion about Hoffenheim? Since there are many Arsenal fans around here: What were your thoughts when, for example, Abramowitsch bought Chelsea? How do you feel about the relationship between fans and clubs in the 21st century? Feel free to comment!