THE BUNDESLIGA CORPORATE CAMPAIGN

More than football – We created the first corporate campaign for the Bundesliga. Because football is more than a sport. And the Bundesliga is more than a league.

For the first time in the 50-year history of the Bundesliga, the DFL (German Football League) launched an information campaign highlighting the social value of professional football. The focus was on the positive impact the Bundesliga has on social cohesion, the economy, and football culture. Communicated topics included job creation, tax and levy payments, youth development, the role-model function of stars, affordable ticket prices, and the preservation of standing terraces.

The campaign, featuring three full-page print ads, was conceived and produced by THE BRAND ORCHESTRA in cooperation with ROBOT. Media placements included Welt am Sonntag, FAZ am Sonntag, SPIEGEL, Süddeutsche Zeitung, Die Zeit, Kicker, Sportbild, 11 Freunde, as well as stadium magazines and club websites. Complementing these were online banners directing users to an information section within bundesliga.de.