BUNDESLIGA GLOBAL BRAND POSITIONING

The Brand Orchestra realigns the key brands of Germany’s largest league.

As one of the most innovative and popular leagues in the world, the Bundesliga is becoming increasingly international. To support this growth with a solid brand foundation and to provide employees, partners, and the broader public with a clear vision of the brand, a comprehensive branding process was initiated together with the DFL. After an intensive research and workshop phase involving stakeholders as well as subsidiaries, The Brand Orchestra developed a brand book that distills the brand into a single volume and communicates what the Bundesliga brand stands for in the long term.

A digital tool kit ensures that the established brand values are lived internally. Following the great success of the Bundesliga Brandbook, we subsequently developed brand strategies and guideline books for additional brands within the Bundesliga ecosystem — including the DFL itself and the DFL Foundation.