Ströer intensified its long-standing cooperation with the Deutsche Sporthilfe foundation in the area of sport/nutrition. A contract on a media partnership was signed in order to further raise public awareness of the foundation and its goals. The cooperation, which will initially run until 2013, also provides for mutual involvement in all communication and direct sponsorship of six sportsmen and women.
It will focus on the “Your name for Germany” campaign, which Ströer will make visible to a wide spectrum of the public via advertising media coverage. In the run-up to a sports festival entitled “Fest der Begegnung” in October 2011 in Dresden, Ströer provided over 100 billboards in preparation for the campaign run by Deutsche Sporthilfe. Altogether, the foundation put up some 1,100 posters last year.
In addition, Ströer provides direct support for the athletes sponsored by Deutsche Sporthilfe: The Company offers all sponsored athletes jobs and internships and assumes the annual support costs for six outstanding sportsmen and women under Deutsche Sporthilfe’s junior elite sponsorship program.
This commitment also penetrates company structures: Ströer encourages its employees to support Deutsche Sporthilfe. To this end and in celebration of the new contract, Ströer staged an inaugural event at its Cologne headquarters in November at which some of the new sponsored athletes talked about their sport in front of 450 employees.
Deutsche Sporthilfe supports sportsmen and women who are preparing for top sporting achievements, are already achieving or have achieved success in the past with funds, ideas and social projects. With their national and international appearances and dedication to their sport, the sponsored sportsmen and women act as role models for German society and motivators of mass sports.
Deutsche Sporthilfe is a privately run foundation which provides resources and support to around 3,800 athletes and 600 boarding school students in over 50 different sports so they can prepare both physically and emotionally for their disciplines. The foundation raises funds through marketing activities, donations, events plus revenues from the GlücksSpirale lottery and sport postage stamps. By investing between €10m and €12m every year, Deutsche Sporthilfe makes an essential contribution to the diversity and high level of achievement in German sport. 90% of all German medals won at Olympic Games, World Championships and European Championships have been won by athletes supported by Deutsche Sporthilfe.
Young athletes and top sportsmen and sportswomen supported by Deutsche Sporthilfe require increased financial assistance: this support is then transformed into success at international sporting events. In the Dein Name für Deutschland campaign (“Your name for Germany”), anyone with an interest in sport can become an “official sponsor of a top German athlete” from only €3 per month. This means that each sponsor can make their own personal contribution to the support of around 3,800 athletes and can play a part in German success at the Olympic Games, Paralympics, World Championships and European Championships. The names of all sponsors will be included in sports-themed images designed in Germany’s national colors for publication in advertisements and flyers and on posters. All sponsors will also receive the exclusive sponsor newsletter with the latest information on Deutsche Sporthilfe athletes and their accomplishments.
Since August 2010, Deutsche Sporthilfe has also been on tour around Germany in a Show truck. In the run-up to London 2012, the truck will be appearing at large sporting events in Germany to provide information about the work the foundation does along with the Dein Name für Deutschland campaign and to attract potential sponsors. The tour is being financed by four national sponsors: Lufthansa, Mercedes-Benz, Deutsche Telekom and Deutsche Bank. You can find more information at www.sporthilfe.de.