Applying years of experience working with Germany’s greatest sports league, Infront enhanced value for commercial partners by developing an area for direct engagement with the public.
Increasing activation for sponsor partners and boosting fan appeal
Having strengthened the perception of the DFB Cup and created a premium environment for sponsors through an integrated marketing concept together with consistent stadium dressing, Infront took the commercial value of the DFB Cup Final even further. By introducing the DFB Cup Fan Village at the Olympic Square in Berlin, sponsors were offered a broader range of activation and brand communication options. The fan area became an exciting feature to engage crowds through a variety of entertainment – creating the perfect platform for sponsors to interact with the visitors.
The new fan area - another step forward
The four top partners of the DFB Cup, as well as other selected partners occupy company booths within the Fan Village that offer age-appropriate activities: In the past, concepts have included a Robot keeper (Deutsche Post), a street football pitch (McDonald’s), a classic car exhibition and rally (Mercedes-Benz), and a football pitch with young DFB players in a tournament (Adidas). All specific promotions are accompanied by an all-day entertainment programme and Radio coverage on the 104.6 RTL stage - including interviews, musical performances and raffles as well as other fan targeted activities, games and sports competitions.
- An enhanced, interactive experience was created for the fans
- Sponsors receive extensive targeted marketing and sponsorship activation opportunities, leveraging direct contact to a captive audience