Since September, Berliner Sparkasse has been a new premium partner of the Füchse Berlin handball club. Its focus is on youth development. This partnership with the current world champion in handball is part of the new sponsorship strategy of the Berlin bank: Three flagship projects are to highlight the versatile social endeavours of Berliner Sparkasse to the public. CB.e has supported the company in its strategic development and taken on the communications concept for the first flagship: sports.
“Füchse Berlin and Berliner Sparkasse – a great match. Berlin belongs to us all. It’s our turf,” Dr Johannes Evers, CEO of Berliner Sparkasse, commented. “We are delighted to help the club’s youth take their first steps. Together, we want to turn young handball talents into professionals.”
Sustainable, lasting, equal
The campaign theme that CB.e has developed for Berliner Sparkasse conveys this vision well. Board members Tanja Müller-Ziegler and Johannes Evers, three young “Füchse” and the national player Fabian Wiede modelled for it. Besides traditional measures such as logo placements and banner advertisement, the CB.e communications concept includes a wide range of measures centred on experiences and dialogue. “When we attended matches at Max-Schmeling-Halle, the ‘foxes’ den’, we were blown away by the atmosphere,” CB.e board member Sabine Clausecker recounted. “We want the customers of Berliner Sparkasse, the fans of the team and the general public of Berlin to experience this dynamism and passion. We want to show them the cool things Berliner Sparkasse is doing for our city.”