Central marketing of DFB Cup awarded to Infront Sports & Media
The DFB just recently renewed its agreement with Infront in respect of Germany’s national football teams – a marketing partnership that will have lasted for almost 35 years by the time it expires in 2014. The new contract for the DFB Cup is a further confirmation of its success.
The DFB Cup is an elimination tournament held annually. It is the second most important national title in German football after the Bundesliga championship.
The contract gives Infront a new central role, handling all stadium advertising rights for all games. Previously, Infront only marketed the eight matches that were covered on television. From 2009 onwards, all 63 games of the competition will be covered live for the first time and all the rights managed from one central source, through Infront.
Wolfgang Niersbach, General Secretary of the DFB, said: “Until now, only the few live broadcasts had commercial significance. but starting this season, all 63 games of the DFB Pokal will be shown live on television. Offering the marketing rights on a centralised basis was the logical next step.” Niersbach added: “Infront put forward the most lucrative offer. We are happy to continue this proven partnership, as we have just extended our contracts for the national team until 2014.”
A consistent and exclusive all-year communication platform
Stephan Herth, Executive Director Summer Sports at Infront, said: “We are very happy with this agreement. It further consolidates our good relationship with the DFB and our strong position in football – in particular in the important German market. We look forward to working closely with the DFB on this contract, developing the DFB Cup into a consistent and highly exclusive all-year communication platform with an increased potential for major brands.”
Dr. Uwe Ploch, Director Summer Sports at Infront, added: “With the broadened television coverage and the centralised marketing, the DFB Cup will significantly increase its premium event value from 2009 onwards. For the first time, commercial partners will be granted exclusivity throughout the entire competition in their respective product category. As well as the board advertising, we will create new additional communication platforms for our clients providing access to 1.2 million spectators onsite and huge television audience.”
About the DFB Cup
The DFB Cup dates back to 1935. Today it is amongst the most popular cup competitions in European football. The competition begins with a round of 64 teams. The 36 teams of the Bundesliga and 2nd Bundesliga, along with the top four finishers of the 3rd Liga, are automatically qualified for the tournament. Of the remaining slots, 21 are given to the cup winners of the regional football associations. The three remaining places are given to three the regional associations with the most men's teams. After five rounds have been played, the final is traditionally held in the Olympic Stadium in Berlin.
About Infront Sports & Media
Infront Sports & Media, based in Zug, Switzerland, is an experienced international full service sports marketing company with a capacity for innovation that is helping to transform the industry. These innovations have enhanced every area of sports marketing, including distribution of rights, host broadcast, programme production, event operations, brand development, sponsorship and even online entertainment. Infront has 400 employees across 23 offices in 10 countries.
A renowned player in football
Infront successfully delivered the global media rights sales and host broadcast of the 2002 and 2006 FIFA World Cup™. The group’s extensive football portfolio also includes partnerships with several European national football associations (including the DFB in Germany) and top clubs like SV Werder Bremen, FC Schalke 04, U.S. Città di Palermo and S.S. Lazio Rome. Infront is also involved in the distribution of the Asian media rights to the 2010 and 2014 FIFA World Cup™ (in a joint venture with Dentsu). The company’s dedicated and highly specialised host broadcast organisation Host Broadcast Services (HBS), will handle the host broadcast of the 2010 and 2014 FIFA World Cup™ and for the first division of the French Football League (Ligue 1) up until 2011/2012.
For further information, please contact:
Jörg Polzer
Manager, Communication & PR
Infront Sports & Media AG
Tel. +41-41-723 15 15
Fax +41-41-723 15 16
press infrontsports.com
www.infrontsports.com
Harald Stenger
DFB-Direktor für Kommunikation und Öffentlichkeitsarbeit
Deutscher Fußball-Bund e.V. (DFB)
Tel. +49-69-67 88-0
Fax +49-69-67 88-204
info dfb.de
www.dfb.de
