Case

The Challenge

Arminia Bielefeld, a traditional German football club, aimed to extend its reach to South Africa and the USA. The challenge lay in planning comprehensive market entry strategies for these diverse target regions, acquiring local project partners, and executing unique activations that would resonate with the local populace.

Our Strategy

Our approach began with an initial focus on football development in the specified target markets. We subsequently expanded our scope to include B2B partnerships, such as club collaborations and sponsor integrations. Our strategies revolved around going beyond the boundaries of conventional youth football. We leveraged the influence of local personalities from sports, politics, culture, business, and music to introduce the club into these markets, addressing lifestyle topics in South Africa and women’s football in the USA. Additionally, Arminia was strategically placed on prominent panels, including the “70 Years of South African Chamber of Commerce” celebration and the World Football Summit Africa.

The storytelling approach adopted for brand activation featured local club legends, further connecting Arminia with the target audience.

The Impact

Arminia’s entry into these new markets was met with resounding success. The club witnessed intense media activation in both South Africa and the USA, setting the stage for an enduring presence. The engagement levels in these markets exceeded expectations within the first six months, demonstrating the effectiveness of our approach.

The Triumph

The enduring activations achieved by Arminia Bielefeld underscore the effectiveness of our holistic approach in creating long-lasting impressions. The impact was not short-lived, setting a precedent for sustainable and impactful global expansion. The success story of Arminia Bielefeld is a testament to the power of our strategies in establishing meaningful connections and expanding the horizons of football clubs in international markets.