New marketing strategy for DFB Cup (German National Football Cup).
Article Type: Brief article
Subject: Sports associations (Marketing)
Authors: Woratschek, Herbert
Strobel, Tim
Pub Date: 06/01/2009
Publication: Name: Sport Marketing Quarterly Publisher: Fitness Information Technology Inc. Audience: Academic Format: Magazine/Journal Subject: Sports and fitness Copyright: COPYRIGHT 2009 Fitness Information Technology Inc. ISSN: 1061-6934
Issue: Date: June, 2009 Source Volume: 18 Source Issue: 2
Topic: Event Code: 240 Marketing procedures Computer Subject: Company marketing practices
Product: Product Code: 8691000 Athletic Associations NAICS Code: 81399 Other Similar Organizations (except Business, Professional, Labor, and Political Organizations) SIC Code: 8699 Membership organizations, not elsewhere classified
Geographic: Geographic Scope: Germany Geographic Code: 4EUGE Germany
Accession Number: 201712751
Full Text: The DFB (German Football Association) charged the agency Infront with the elaboration of a new centrally organized marketing concept for the DFB Cup. Starting from the 2009-2010 season, all games will be shown live on TV, eight games on free TV (ARD and ZDF), and all other games on pay TV (Premiere). The main goal of this strategy is to increase the exclusiveness of the DFB Cup following the example of the UEFA Champions League. Hence, Infront expects that the brand DFB Cup will be reinforced and, as a result, sponsoring and media revenues will be much higher compared to previous years.

Herbert Woratschek & Tim Strobel

University of Bayreuth

Department of Services Management


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