Soccer plays an outstanding role in Deutsche Telekom's sponsorship portfolio. Partnerships with FC Bayern Munich, record-holder for German championships, and the DFB (German Football Association) are the focus.
Deutsche Telekom has a long-standing commitment to soccer. In addition to being the main sponsor of FC Bayern Munich, the Group is an "official partner of the DFB and its national 'A' team" and premium partner to traditional club Borussia Mönchengladbach. The company's commitment to soccer is complemented by extensive content partnerships, which are consolidated in the "MagentaSport" TV offering: all third-league men's soccer games and top matches of the Allianz Women's Bundesliga. All DEL (German Ice Hockey League) games, including the playoffs – up to 419 games in total. Top matches of the German national team and all games of the Deutschland Cup. All games of the easyCredit Basketball Bundesliga and the MagentaSport BBL Cup. Plus top international matches, all matches of the German National Team, and all FIBA Events (including the 2019 World Cup and 2021 European Cup).
"Sports sponsorship is a firm component of our marketing strategy," says Henning Stiegenroth, Head of Sports Marketing at Telekom Deutschland GmbH. "And soccer, in particular, plays an outstanding role in our portfolio as a strategic communications instrument."
Partner to soccer
The reasons are readily apparent: nearly seven million people in Germany play soccer in over 25,000 clubs; 80 percent of the population is interested in soccer – no other sport enjoys that kind of popularity. With FC Bayern Munich, the Group advertises on jerseys and the perimeter displays, as well as with many exciting fan campaigns. "The media presence and related effects alone are worth a multiple of what we put into the partnership," says Stiegenroth, emphasizing the importance of the collaboration.
Deutsche Telekom & soccer
Deutsche Telekom established the first 24-hour live TV channel by a German soccer team for the record champion, 7 days a week: FC Bayern.TV - Daily live reporting, unique formats, exclusive peeks behind the scenes. With this approach, exclusive club content is integrated in the Group's information and entertainment platforms.
What's more, Deutsche Telekom has organized its own soccer tournament regularly since 2009: the Telekom Cup. Four top-caliber Bundesliga teams, always including FC Bayern Munich, compete for the cup during the summer break, and sometimes in winter as well.
With its TV format "Hans Sarpei - the T stands for 'Coach'", Deutsche Telekom supports German amateur teams. Hans Sarpei a former professional soccer player, dedicates his coaching talents to helping improve a series of different teams.
Training the next generation
Deutsche Telekom is a "Premium Partner" to the DFB men's and junior national teams. The company also supports young soccer talents on a broad basis with its "Anstoß" (kick-off) initiative. For Stephan Althoff, Head of Corporate Sponsoring at Deutsche Telekom, there is huge potential in the youngsters: "We don't just want to support the top teams, but also – and especially – help develop young talents. There is a huge need here."
Deutsche Telekom's "investment" in soccer is paying off, as market research figures show. It's a great opportunity to retain customers, raise awareness, increase sales targets, and demonstrate our societal commitment. Deutsche Telekom and soccer – a successful liaison.