Deutsche Telekom is the biggest promoter of sport and music in Germany. Its rich variety of sponsoring commitments delights fans and engages with social responsibility.
Deutsche Telekom supports a vast range of athletes, clubs, associations and events in Germany. Its primary focus is on soccer due to the sport’s unrivalled popularity in Germany, where seven million people play the game. The Group is the premium partner of the German women’s, men’s and youth national teams, as well as the main sponsor of record German soccer championship winners FC Bayern Munich. In addition to these high profile partnerships, DT is also involved in sales and content collaborations with other teams from the German National Soccer League. It even stages the Telekom Cup, a pre-season tournament in which top German teams compete for the first silverware of the season, giving fans the chance to watch new signings for the first time and see how their club is shaping up for the coming campaign.
The Group has put together plans to integrate exclusive content into its information and entertainment platforms. “The media presence and the related effects alone make our investment in these partnerships worthwhile,” said Henning Stiegenroth, Senior Vice President of Sport Marketing at Deutsche Telekom.
DT also focuses on the social aspects of sport. It supports youth sports, school sports projects and athletes with disabilities through partnerships including those with the German Disability Sports Association (DBS). The telecommunications company also sponsors the Telekom Baskets Bonn.These ties help strengthen its links with the city of Bonn and the surrounding region, and market research indicates that sponsoring strengthens customer loyalty, public awareness and sales as well as providing a channel for new social initiatives.
Access to music
As an international communications company, DT aims to use its innovative technology, products and services to help give people more access to music. It cooperates with partners from the national and international music scene, bringing fans more music through more channels and bringing them closer to stars including Ed Sheeran, Depeche Mode, Linkin Park, Robbie Williams, Katy Perry, Foo Fighters, Muse, Biffy Clyro and many more. Ticket specials and the “Telekom Street Gigs” have brought an eclectic range of live music experiences to an audience of around 40,000 music lovers.
The “Electronic Beats” website has established an international music community that supports live events and puts out a very highly regarded quarterly magazine. DT also promotes classical music: The company sponsors the Beethovenfest in Bonn and the “International Telekom Beethoven Competition Bonn”, and several events take place in the Deutsche Telekom Headquarters and the Telekom Forum at the locations in Bonn.