Mastering Stakeholder Marketing: Bundesliga's Approach to B2B and B2B2C Communications

DFL Deutsche Fußball Liga GmbH – the organising body of German professional football – and its subsidiaries consistently provide more than 70 international media partners with an ever-evolving International Product Portfolio comprising a wide variety of products, services and innovations to ensure state-of-the art Bundesliga and Bundesliga 2 coverage world-wide. More than 50 different products allow every media partner to cater to the specific preferences of its audience and communicating these products to stakeholders is a key activity of DFL. But what are the communication strategies of football’s innovation leader in the challenging B2B and B2B2C environment? How does the DFL make sure it lives up to its own uncompromising quality standards? And how does the Bundesliga keep its visual graphics not only appealing, unique and coherent but also consistent between its platforms?

About the DFL Deutsche Fußball Liga GmbH

DFL Deutsche Fußball Liga is responsible for the organisation and marketing of German professional football. It draws up the fixture lists – not only the schedule for all 612 Bundesliga and Bundesliga 2 matches each season, but also for the Play-Offs and the Supercup – and handles the organisational side of player transfers. Furthermore, the 36 professional clubs have tasked the DFL with marketing the media rights to these matches nationally and worldwide on the best possible terms. The resulting revenue represents the largest individual slice of the €4.05 billion of total revenue now generated by German professional football each season (2021-22).

About the Bundesliga

The Bundesliga is Germany’s premier professional football league. It’s the league with the highest average stadium attendance worldwide and most goals per match among European top football leagues. The league was established in 1963 and comprises 18 teams which operate on a system of promotion and relegation with the Bundesliga 2.

About Webstrategy GmbH

A strategic B2B and B2B2C consultancy, solution provider and software development company based in Frankfurt, Germany. With Martrexo, Webstrategy provides a SaaS Enterprise Marketing Tool highly optimized for digital B2B and B2B2C communications.

Speakers:

Bjoern Koester, Chief Executive Officer, Webstrategy GmbH;

Dennis Galejski, Deputy Head of Audiovisual Rights International at DFL Deutsche Fußball Liga GmbH