Soccer plays a particularly prominent role in Deutsche Telekom's sponsoring portfolio. A particular focus is our partnerships with German record-breaking champion FC Bayern Munich and the German Football Association (DFB).
Deutsche Telekom has been involved in soccer for many years now. Aside from its position as main sponsor of FC Bayern Munich, the Group is also the premium partner of the men's and youth national teams of the DFB. Our involvement in soccer is complemented by our many sales and content partnerships with "Bundesliga" teams such as Hamburger SV, Borussia Dortmund and Borussia Mönchengladbach. "Sports sponsorship forms a permanent part of our marketing strategy," says Henning Stiegenroth, head of Sports Marketing at Deutsche Telekom. "And soccer plays a particularly prominent role in our portfolio as a strategic communication tool."
A partner for soccer
The reasons behind all this are easy to identify: almost seven million people play the game in more than 25,000 clubs in Germany, 80 percent of the country's population declare an interest in soccer – no other sport has anything like that level of popularity. In the case of FC Bayern Munich, the Group advertises on the team shirts, on hoardings and through lots of exciting fan initiatives, among other means. The media presence alone, with all the effects associated with such exposure, are worth a multiple of what we put into the partnership," says Henning Stiegenroth, stressing the significance of the cooperative effort.
Deutsche Telekom Soccer
Deutsche Telekom intends in the future to bring the themes of entertainment and telecommunication further into the foreground with the record-breaking champion. For this purpose, exclusive content from the club is set to be integrated into the information and entertainment platforms run by the Group. In addition, WebTV appearances will be created in the context of technology partnerships with Bundesliga teams. And what is more, Deutsche Telekom will be organizing the Telekom Cup, a competition involving four Bundesliga teams. In this top-level competition, high-ranking clubs like FC Bayern Munich will play off against one another for the Cup. Deutsche Telekom supports amateur German teams through its series "Hans Sarpei - das T steht für Coach" ("Hans Sarpei - the T stands for coach"). Former professional soccer player Hans Sarpei helps out a number of teams as coach, contributing his training knowledge to help them improve their performance.
Supporting new talent
Deutsche Telekom is Premium Partner with the German Football Association for the men's and youth national teams. The Group also supports up-and-coming soccer talent on a broader level through its initiative "Anßstoß" ("Kick-off"). For Stephan Althoff, Corporate Sponsoring Manager at Deutsche Telekom, the potential in the area of up-and-coming talent is immense: "We don't want to limit our work to the top level: we also aim to support the work being done on the ground with new talent. Because that is precisely where there is a great need for support."
That investment in soccer makes sense for Deutsche Telekom is proven not least by figures emerging from market research. It creates the best possible preconditions to pursue and achieve targets in terms of customer retention, increased recognition and sales goals as well as strengthening the Group's social commitment. Deutsche Telekom and soccer – a successful liaison.