A deep dive into Union Berlin’s rise, culture, and community-first identity — showing how one club’s authenticity stands out in a football world chasing global reach and commercial power.
Manchester United fans are all too familiar with the euphoric feeling of scoring a last-minute winner in a Manchester derby. In Spain, El Clásico is guaranteed to be a thriller no matter where Real Madrid and Barcelona rank in the La Liga standings. And while the giants command worldwide attention, there’s a unique significance in the smaller clubs whose impact runs just as deep.
With nearly 3.8 million residents, Berlin is the undisputed most populated city in Germany. The country’s capital is undoubtedly rich in history, but not completely stuck in the past. In fact, 1. FC Union Berlin is a fitting example of blending the city’s love of soccer with celebrating culture and honoring tradition.
Union Berlin’s history dates back to early-twentieth-century predecessor clubs, but its modern identity took shape in 1966, rooted in modest means and a fiercely loyal local fan base rather than in big budgets or prestige. From decades spent outside Germany’s top tier to its long-awaited Bundesliga promotion in 2019 and eventual Champions League qualification years later, the club grew through community effort, including moments when supporters literally helped keep it alive. This grounded past still defines Union today: In a football landscape dominated by flashy marketing and the question of which team can spend the most, the club’s low-key, authentic character stands out as a reminder that passion still matters more than pomp and circumstance.
Berlin is home to the famed Olympiastadion, famously where the 1936 Olympics track and field events were held, the 1947 FIFA World Cup, and most recently, the 2015 Champions League final. With a capacity of 74,475, it’s the obvious choice when it comes to hosting major sporting events in the city.
However, don’t discount the 22,012-seat venue that is Stadion An der Alten Försterei, where Union Berlin hosted Bayern Munich in their latest German Cup match. The grounds are unassuming and nothing short of charming.
“You come here for meeting friends, spending time together, and trying to fight against the rest of the world together somehow,” said Christian Arbeit, Union Berlin’s head of communication and stadium announcer. Arbeit has been part of the club for 40 years, first as a fan and later in official capacities. When it comes to Union Berlin, few people know the club’s past successes and future potential quite like Arbeit, whose personal connection to the club goes far beyond his weekly roles.
In fact, Union Berlin’s identity was defined by its grassroots community and the shared experience of “fighting against the rest of the world,” not by winning titles. The connection between fans, who saw themselves as part of the team, was paramount.
One of the club’s core traditions is its annual Christmas caroling event, something that is looked forward to each year. The practice began illegally in 2003 with 89 fans, but today has grown into a 28,500-person event that exemplifies the club’s “family first” ethos. Everyone lights a candle, and within minutes, the grounds are illuminated with warmth and camaraderie. While rivals would relish the chance to have a record-selling artist perform in front of their attendees, Arbeit says officials have turned down famous musicians to keep the event local and authentic.
“It’s a magic moment,” he gushed. “Flood lines switch off, and candles light up within some seconds. We get a school choir from a local school here who join the people in singing, and we have a reverend from a local church telling the famous old Christmas story, and it’s us as the little family. It takes around about 90 minutes like a football match. And this is the moment when it really gets quiet for everyone. It’s just for us here that the most busy day of the year is the day before Holy Night.”
Innovation, the Union Way
For Union Berlin, the challenge of modern football isn’t choosing between tradition and progress; it’s learning to let both coexist without conflict. As the sport becomes more data-driven, digital, and entertainment-led, the club knows it must evolve, yet it also understands how easily atmosphere can be lost when change comes too fast. Union’s rise through the leagues happened without a shiny new stadium or sudden waves of newcomers, which helped preserve the sense of a shared community growing together.
The club — and Arbeit agrees — often compares its philosophy to a classic rock show, refreshed with just enough modern production: recognizably authentic, but not frozen in time. They reject the notion of capitalizing on the matchday energy and turning it into convenience-driven spectacles where fans drift into their phones instead of into the chorus. In fact, 75% of the stadium is standing room only, and supporters are packed together like sardines. Don’t even think about taking your phone at any point during the 90 minutes of play (except halftime, if that). You’ll be met with jeers and mockery from peers, followed by crass requests to put your device away.
For Union, singing, jumping, and living the game together is not nostalgia; it’s the foundation of their identity. Wins are celebrated together, and no one shamelessly boos the players after a loss. So as they plan a new stadium and consider technological upgrades, they do it with supporters at the table: young and old, loud and quiet, each shaping what a modern yet still unmistakably Union matchday should feel like. In a football world where experience is becoming another commodity, Union remains committed to protecting the one thing technology can’t manufacture — a living, communal heartbeat.
Taking the Club Worldwide on Union’s Terms
Union Berlin understands why the Deutsche Fußball Liga (DFL) is pushing to grow its international footprint. After all, the Premier League and La Liga reap enormous revenues abroad, and stronger global TV deals would benefit every German club. But for Union, the question is not whether internationalization matters, but how to pursue it without compromising what makes German football engaging in the first place. Their focus remains rooted in the stadium: If the matchday atmosphere isn’t vibrant, authentic, and alive, then the broadcast won’t resonate with viewers anywhere in the world.
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That belief guided them through the empty COVID-era stands, and it continues to shape their priorities today. Arbeit says the club is open to preseason tours and global engagement to expand its reach past the city limits, but the realities of fighting for Bundesliga survival most seasons make long-range planning complicated. Currently in 13th, relegation playoffs can appear at the last minute and disrupt even the best-laid schedules. There’s, of course, plenty of football left to play on the season, and as we all know, things can change at a moment’s notice.
Nevertheless, Union envisions taking the club abroad in the next few years, specifically to the U.S., Latin America, or Asia. Moreover, they’ve already begun building connections through international media roundtables, such as the one they hosted with U.S. and European guests last month, and outreach to communities tied to their players and staff. These efforts aren’t about selling thousands of shirts overnight or miraculously coming up with enough funds to finance a new venue to their standards, but about contributing to the Bundesliga’s broader visibility while staying true to the heartbeat of Union: a great stadium experience first, global attention second.
The global pull of Europe’s biggest clubs, fueled by massive playing grounds, accessible broadcasts, and commercial power, undeniably drives the sport’s worldwide reach. But Union Berlin proves that influence doesn’t have to come at the price of integrity. Its strength comes from something far simpler and far rarer: a community that shows up, sings, builds, and believes together.
Sometimes, the most powerful force in the game is a club that stays true to itself.
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