Zug, Switzerland/Dusseldorf, Germany - The German Football Association (DFB) and its long-time marketing partner Infront Sports & Media have developed a new marketing concept for the board advertising. The concept will be implemented for all qualification and friendly matches of the DFB national teams (men and women), as well as for the U21, U20 and U19 teams. It is launched during tomorrow’s friendly match between FIFA World Cup™ champion Germany against finalist Argentina on Wednesday (kick-off: 3 September at 8.45pm) in Dusseldorf.
"Less is more"
Following the principle of "less is more", the number of board partners in each match is limited to eleven brands, which will rotate in an approximately 30 second cycle on the board.
Denni Strich, Marketing Director of the DFB, said: "With the reduction to eleven board partners, we have again increased the exclusivity of brands at international matches. The aim is also to further integrate the existing DFB Partners in the international matches - for the opening game against Argentina, seven current DFB Partners are already visible."
These include Allianz, Bitburger, Commerzbank, Deutsche Post, Deutsche Telekom, Flyeralarm and Mercedes. In addition, other long-standing board partners at international matches of the DFB Team will be present at the re-enactment of the FIFA World Cup™ Final: Bauhaus, engelbert strauss, Hörmann and Würth.
Since the DFB is the only national Football Association in Europe that holds the marketing rights for both the home and away matches of the Men's National Team, DFB Partners can present themselves exclusively at around ten matches per year and benefit from an integrated marketing concept, which links the board presence with digital channels.
LED board systems back from Brazil
Through Infront’s advanced in-stadium advertising solutions, partners have strong opportunities to effectively convey their message. During the DFB international matches LED board systems with highest international standards are used, which guarantee ideal visibility from different camera angles regardless of the weather conditions. The national team is familiar with these systems since they were already used at the FIFA World Cup™ in Brazil.
Stephan Herth, Executive Director Summer Sports at Infront, said: "On a total of 247.5 meters of high-resolution LED boards, the eleven board partners are optimally staged and reach not only fans in Germany, but also in more than 200 countries worldwide. With the new marketing concept we bring the international matches also commercially to a world champion level. In the end, all of German football will benefit from this increase in value."
In addition to the commercialisation of the boards for the international matches, Infront supports the DFB in the distribution of international media rights. In Germany, the friendly matches are broadcast by ARD and ZDF and the European and FIFA World Cup™ Qualifiers by RTL.
About Infront Sports & Media
Infront Sports & Media is the most respected sports marketing company in the world, managing a comprehensive portfolio of top properties. Led by President & CEO Philippe Blatter, Infront covers all aspects of successful sporting events – including distribution of media rights, sponsorship, media production and event operation – and has won a reputation for its high standards of delivery. As the number one player in winter sport and with a leading role in football and summer sports, Infront enjoys long-lasting partnerships with 130 rights-holders and hundreds of sponsors and media companies. Headquartered in Zug, Switzerland, Infront has a team of experienced staff working from 25 offices across 12 countries, delivering 3,400 event days of top class sport around the world every year.