German FA and Infront to Introduce New Marketing Strategy

The German Football Association (DFB) and Infront Sports & Media have created a new marketing concept for LED board advertising.

The concept will be implemented for all qualification and friendly matches of the German national teams (men and women) as well as the Under-21, therapy U20 and U19 teams.

It will be launched during the friendly between world champions Germany and Argentina on Wednesday September 3 in Dusseldorf.

The number of board partners in each match is limited to eleven brands, order which will rotate in a 30-second cycle on the board.

Denni Strich, Marketing Director of the DFB, said: “With the reduction to eleven board partners, we have again increased the exclusivity of brands at international matches.

“The aim is also to further integrate the existing DFB Partners in the international matches – for the opening game against Argentina, seven current DFB Partners are already visible.”

DFB’s partners include Allianz, Bitburger, Commerzbank, Deutsche Post, Deutsche Telekom, Flyeralarm and Mercedes.

Stephan Herth, Executive Director Summer Sports at Infront, said: “On a total of 247.5 meters of high-resolution LED boards, the eleven board partners are optimally staged and reach not only fans in Germany, but also in more than 200 countries worldwide.

“With the new marketing concept we bring the international matches also commercially to a world champion level. In the end, all of German football will benefit from this increase in value.”

In addition to the advertising boards for the international matches, Infront also supports the DFB in the distribution of international media rights.