Volkswagen Football Sponsoring

We are responsible for planning, designing and implementing Volkswagen’s football sponsorships in Germany. Several of our consultants are located in Wolfsburg and work hand in hand with Volkswagen employees. Supported by project teams in Berlin, they contribute substantially to the successful communication and sales of the Volkswagen brand. Beyond the activation of sponsoring rights and marketing cooperations, we are assigned with administering the club-specific corporate websites as well as generating editorial content.

On an international level we assist the dealerships with assessing, planning, negotiating and activating various sponsorships. For this purpose we specially designed the „International Football Manual“.

Volkswagen’s international Sponsoring Strategy

On behalf of Volkswagen’s international marketing department we have developed a cross-market sponsoring and cooperation strategy, which is based on quantitative brand market and media analysis. Also, we measure the communicative and financial potential of the global sponsorship assets against international standards and benchmarks and assist in the negotiation process.

Volkswagen Motorsports

Volkswagen benefits from our market knowledge and methodological competence to assess current and potential motorsports platforms regarding their potential contribution for marketing and sales. From these assessments, we derive recommendations for the national and international motorsports strategy, backed by tailor-made activation concepts.

In addition to that, we support the internal marketing and the execution of the hospitality programs of the Scirocco R Cup in Germany.

Volkswagen Youth Marketing

For Volkswagen, we have worked on the world’s largest football tournament for youth teams: “Volkswagen Junior World Master”. We have refined the concept and combined the tournament with existing social projects.

Besides, we analyze the target group of children and young people, from which we derive recommendations as well as marketing concepts.

Volkswagen Olympic Games Sponsorship

We have advised Volkswagen for their sponsorship of the Olympic Games in Beijing 2008. On the road to the 2014 Winter Olympics in Sochi, we support Volkswagen in the negotiations and the marketing activation in the Russian market.

MAN Bundesliga Sponsorships

Starting with the Bundesliga season 2010/2011, the Munich-based mechanical engineering company MAN has launched a large scale sponsorship campaign. We are responsible for designing and implementing the partnerships with the HSV, VfL Wolfsburg, BVB 09, as well as the FCK. The above-the-line-advertisement actions are complemented by several activities, which actively involve the fans. The fans would find the names for the team busses and they can send direct messages right into the busses, to name only a few of the elements of the campaign. All of these actions are leveraged by an ongoing media cooperation with SportBild, as well as our own digital channels like the website (www.manschaftsbus.de), with continuous blogs by club officials, a Facebook Fanpage (www.facebook.com/MANschaftsbus), and a YouTube channel.

ENTEGAENTEGA Bundesliga Sponsorships

ENTEGA – Germany’s second largest provider of carbon neutral, non-nuclear energy – and Juniper Group embark on a new path in the football communication. We have developed the strategic approach and the concept for the unique partnership between ENTEGA, the Bundesliga club Mainz 05 and Öko-Institut Freiburg. The objective to become the first climate neutral club of the Bundesliga was achieved in October 2010. Next to the above the line advertisement, we have sensitized the football fans for eco-friendliness. This was achieved by actions like a free bicycle service check at match day,bus trips to away games instead of individual trips by car, tips on how to save energy in the club media as well as local media cooperations.

Furthermore, we are responsible for the partnership with the Hamburger SV for which we have created and established the ENTEGA electricity tariff “HSV Climate Fan”.

Entega: Social Sponsoring

In 2009, green electricity provider ENTEGA donated playgrounds to several German cities. We were in charge of both the development and the project management of this CSR campaign. In close cooperation with specialists, we developed playground equipment which illustrates regenerative energy sources, designed signs explaining renewable energy sources to children and worked out the necessary agreements with the local authorities.

Sponsoring Check

The decision in favor or against a sponsorship should be based on a standardized evaluation method and precise benchmarking. Using our market knowledge and methodological competence, we have developed the “SPONSORING CHECK”. This digital tool enables companies to benchmark their existing sponsorships, but also to deal with the multitude of sponsorship inquiries.

The objective is to efficiently provide a standardized and comparable data basis for the decision making process.

Coface Arena: Stadium Naming Right

Since 2008, we are in charge of developing and implementing all the branding-related actions concerning Coface’s naming right sponsorship of the new stadium in Mainz. For Coface, we developed the lettering on the façade, arranged for integration in the street sign guiding system to the area and designed the Coface Lounge – a part of the VIP area dedicated to business guests.

Commerzbank Arena: Stadium Naming Right

In 2005 we developed and produced everything to do with the presentation of the bank when Frankfurt’s stadium changed its name to the Commerzbank-Arena. This included the creation of an arena logo and guidelines, its on-site presence, as well as its inclusion in Frankfurt's road guidance system and local public transport.

BenQ-Siemens: Real Madrid & Co.

For BenQ-Siemens we were responsible for project managing its role as the main sponsor at Real Madrid and stepping up international communications until mid-2006. We were also used for communications concerning Ronaldo’s testimonial.

Away from club sponsorship deals, we set up a “World Cup office” for BenQ mobile at the 2006 World Cup to ensure the supporting programme we developed, the accommodation service and ticket logistics ran smoothly.

First as the Client Service Unit of SPORTFIVE and subsequently as the Junipergroup, we have been responsible for the overall coordination of up to 25 football and ice hockey sponsorship deals in nine countries for Siemens mobile.

Ferrero: On Pack Promotions

We have been developing on-pack promotions for various Kinder brands for many years.

In 2006 we developed the “Just Sports” cooperation encompassing the 16 product brands with adidas and the German Olympic Sports Association. This was Ferrero Germany's biggest multi-brand promotion ever.

Prior to that we developed the “Kickmazu” promotion in the form of a specially developed football fantasy card set, as well as a co-operative arrangement for ten events involving the German Football Association’s talent promotion programme.

We were also responsible for the co-operative arrangement between Kinder Country and Bravo Sport where three exclusive World Cup mini magazines were produced and included in each product unit.