Challenge and task.

With its commitment to football in the 1990s (e.g. main sponsor of FIFA and UEFA championships, FC Bayern München, AC Milan, Paris St Germain) and various other sports, Opel was considered to be Europe’s biggest and most successful sports sponsor. Ten years after its departure from the sponsoring, in 2012 the company staged a strategic and conceptual comeback to football.

Approach.

Ownership instead of sponsorship. No jersey sponsoring, but rather partnerships with a high activation potential. Conclusion of long-term contracts with five Bundesliga clubs (incl. Borussia Dortmund, Mainz 05, SC Freiburg) and trainer Jürgen Klopp (as brand ambassador) for the 2012/13 season. 360° activation from the TV spot to programmes for retail partners and customers, ATL/BTL communication and social media up to the level of event marketing. Extension of the Mainz club sponsorship agreement in 2016 to include the name rights to the Opel Arena. Stronger focus on authentic content marketing over the high-coverage platforms of all partners.

Success.

After 24 months Opel had already positioned itself among football fans under the Top 10 German football sponsors in terms of the level of awareness and acceptance. Sponsoring makes a key contribution to the positive development of Opel’s brand attractiveness.