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Why do Bundesliga fans hate Hoffenheim owner Dietmar Hopp?

Protests in the Bundesliga are nothing new, with fans regularly fighting "against modern football", voicing their opinions through banners, song and other means.

However, recent protests against Hoffenheim owner Dietmar Hopp have seen matches interrupted and delayed, while a game between Hoffenheim and Bayern Munich descended into farce as the three-step protocol used for incidents of racism and discrimination was rolled out to protect Hopp from further embarrassment inside his side's own stadium.

Hopp has been involved in German football for decades, so why are these protests starting to become so widespread and so serious now?