News Detail

The 2009/10 season delivered clear evidence of increased awareness and impact for TOP partners – this year, Infront is adding the latest LED display technology

Zug, Switzerland/Frankfurt am Main, Germany, 13th August 2010 – The first round of the 2010/2011 DFB Cup will be played from 13th - 16th August in 32 stadiums across Germany. In total, 64 competing clubs will be involved, supported by four premium German brands (Bitburger, Deutsche Post, Jack Wolfskin and Continental). The four TOP partners will have a consistent presence at all 63 Cup games, gaining greatly from exclusive identification and significant brand visibility in front of a big television audience.

It was last year that the German Football Association (DFB) and its marketing partner Infront Sports & Media successfully introduced a new, integrated marketing concept for the DFB Cup. The number of advertisers was drastically reduced and an exclusive, premium environment was created, with a unified design concept delivering strong branding in all stadia. As a result, the DFB Cup has become one of Germany’s most sought-after brand communication platforms and also performs extremely well at international level.

 

The proof is in the market analyses: New strategy really works
All four TOP partners for the 2009/10 season (Bitburger, Deutsche Post, Jack Wolfskin and T-Home) have achieved measurable success in reaching their audience. For example, advertising contacts on free television channels increased to more than 21 million (up 6.6% on 2008/09). When compared with main sponsors of other football competitions, the TOP sponsors achieved an excellent price-performance ratio, measured in terms of the cost per 1,000 audience contacts (TCP).

 

Audience figures were also record-breaking: the cumulative viewing figures (free TV) rose by nearly 20% to reach 729 million. Over 10 million fans across Germany watched the final between FC Bayern Munich and Werder Bremen, a market share of 33.2%. In terms of spectators, a total of 1.17 million people attended the matches (up 13% compared to 2008/09), notching up just one more record in the competition’s 75-year history. The sponsors benefited from these high figures:  in the 2009/10 Cup competition, newcomer Jack Wolfskin achieved a remarkable 66% improvement in brand recognition.

 

Recent studies* show that in terms of fan interest, the 2010 DFB Cup ranks on a par with the European club competitions.

 

Making a success even better
In the 2010/11 season, the sponsorship platform is being further enhanced. Infront will use modern LED advertising systems at all games broadcast live by ARD and ZDF. This digital technology gives brands increased flexibility in communication. Newly installed behind-the-goal advertising boards will increase the impact of TOP sponsors’ exclusivity and strengthen their presence.

 

During the first four days of the first round, 32 advertising-free stadia (including many stadia of 4th to 6th division clubs) will be completely kitted-out in the DFB Cup design and over 7.5 kilometres of advertising will be installed. In all, 31 stadia will have static perimeter boards, whilst the VfR Ahlen v. Schalke 04 match will benefit from the new LED technology.

 

The future looks promising
DFB’s marketing director, Denni Strich, said: “Last season, the DFB Cup asserted itself as one of Germany’s most sought-after brand communication platforms. This was thanks to the new marketing concept and the amazing coverage we achieved. We used the summer break to sit down with Infront and refine our ideas still further, to ensure even more added value for our commercial partners.”

 

Dr. Uwe Ploch, Director Summer Sports at Infront added: “The market research quantifies the evidence that shows that the DFB and Infront are heading in exactly the right direction. Together, we have developed an innovative marketing strategy for a major national football competition in Germany. The exclusive branding generates high recognition value for our commercial partners. What’s more, we have been able to make lasting improvements to the DFB Cup brand. The introduction of the new LED technology takes us to a whole new level.”

 

Marketing the DFB Cup
The DFB Cup is amongst the most popular and prestigious national competitions in the football world. Since 1953, the final has been one of the highlights of the sporting calendar and since 2009/10 all 63 games have been broadcast live on TV. It now offers sponsors a level of exclusivity that is unique in German football. A two-tier commercial hierarchy, established in 2009/10, allows just four TOP and eight SPOT partners and central marketing for all 63 matches. By limiting advertising partners and creating a clear structure, backed by quality services and support, sponsors have great scope for communication and activation. This premium environment is created by consistent stadium dressing with uniform DFB Cup branding at the forefront.

 

About Infront Sports & Media
Infront Sports & Media, based in Zug, Switzerland, has grown impressively in recent years to become one of the leading international sports marketing groups in the world. Infront employs more than 500 people across 24 offices in 10 countries. It has long-lasting partnerships with around 130 rights holders and hundreds of commercial partners. Annually, it helps to deliver more than 1800 event days of top class sport and produces and distributes many thousands of hours of quality coverage.

 

No other agency has the same depth of involvement in football as Infront, supporting the game at every level – international, country, league and club. Infront works with FIFA, the biggest federation in the world, handling the Host Broadcast of the 2010 and 2014 FIFA World Cup™ and distribution of the Asian media rights (in a joint venture with Dentsu). It also works with many national associations including the DFB in Germany; with Serie A in Italy (as media rights advisor) and Ligue 1 in France (as host broadcaster) and with AC Milan, the world’s most successful club. In total, Infront represents 27 top football properties, including 10 national associations and 12 football clubs.

 

 

 

 

For further information, please contact:

 

Jörg Polzer
Associate Director, Communication & PR
Infront Sports & Media AG
Tel. +41-41-723 15 15
Fax +41-41-723 15 16
press infrontsports.com
www.infrontsports.com