Development and implementation of a sponsorship concept in the German soccer league (Bundesliga): Jersey sponsorship FC Freiburg

Development of the sponsorship FC Freiburg (1st league soccer):

• Increase brand awareness, image and sympathy
• Increase market penetration
• Increase customer base

Jersey sponsorship of the soccer team FC Freiburg, participant in the German 1st football league (Bundesliga).

Use of the common image dimensions:

• regionally bonded
• likable
• successful
• upcoming

Integrated communication of the sponsorship via:

• TV / radio
• Print media
• PR
• Internet
• Advertisement
• Events

Optimisation of the effectiveness of the sponsorship and implementation with regard to the media in order to maximise the brand visibility and the recognition factor.
Development of a multi-level marketing in the direct and indirect environment.

PI market share:

• Four-digit increase of new customers

PI interest:

• Increase of the national brand recognition from 15% to 30%.
• Increase of the nation brand attractiveness from 5% to 11%

PI efficiency:

• Improvement of the customer-binding-rate due to targeted connection of the sponsorship engagement and customer offers.