Bayer 04 Leverkusen has it on Saturday evening DFBwon the cup and thus achieved the double, reports the daily news. It’s an excellent season for the Werkself. But it is not only the club that benefits from the sporting success; Bayer AG also benefits. After all, the Bayer cross in the club logo and on the jerseys is excellent marketing for the chemical company.
Football club as perfect advertising space
The club is the perfect advertising space for Bayer. The company has calculated that Bavarian would have to sign a three-figure sponsorship deal to achieve the same effect as Bayer 04 Leverkusen. In practice, the group pays according to “Working weekAs main sponsor, the club receives approximately 25 million euros annually.
Bayer AG learns from Bayer 04
Bayer CEO Bill Anderson also values the club as a partner. He recently met with the club’s management and said: “I think we can always learn from great leadership qualities.” Bayer AG is currently repositioning itself. Similar to what Bayer 04 Leverkusen did in recent years before the success with Alonso came.
However, the Leverkusen-based group is not the only company to benefit from the double benefit. Jersey sponsor Barmenia is also happy with the success of the Werkself.
Jersey sponsor Barmenia benefits
The inscription ‘Barmenia’ has been on the chest of Bayer players since 2016. At the time, insurers wanted to increase their reputation in order to grow further. It worked. Peter Rohlmann, an experienced sports marketing expert, explains “Manager Magazine“: “The positive energy and emotions that Bayer offers are of course also transferred to the sponsor, in this case an insurance company with fairly emotionless products.”
The popularity of Barmenia is increasing
Heiko Scholz, head of marketing at the insurer, can confirm that Bayer’s sponsorship has an impact. He tells ‘Manager Magazin’: “The brand’s awareness, positioning and relevance are currently increasing strongly and we have been reaching record levels since January. Brand awareness is extremely important to us, it creates trust and we need that when customers entrust us with their pension.”