Folie 1 - AHK Russland

Gazprom and FC Schalke 04.
More than just a Sponsorship.
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Agenda
• FC Schalke 04
• Main objectives of the partnership
• Awareness
• Image transfer
• Social responsibility
• International approach
• Results after 5 years
• Great Awareness results
• Credibility by fans
• Future projects
• Improvement of Russia-Germany (Football collaboration with 2 key-players Schalke-GAZPROM)
• Social responsibility
• The distinctive club in Germany
• One of the most important clubs in Europe with over
120.000 members
• With its tradition and passion since 1904
living identification and bond with the club
• With a clear commitment to its roots in the Ruhr Area
• With an international impact
• Developed to a successful company with professional
structures and processes
• With a total revenue of 202.4 mio. EURO, is among
the TOP 10 clubs in Europe according to the “Deloitte
– Football Money League“-study (2012)
• Where football is lived
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GAZPROM auf Schalke
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Agenda
• FC Schalke 04
• Main objectives of the partnership
• Awareness
• Image transfer
• Social responsibility
• International approach
• Results after 5 years
• Great Awareness results
• Credibility by fans
• Future projects
• Improvement of Russia-Germany (Football collaboration with 2 key-players Schalke-GAZPROM)
• Social responsibility
GAZPROM auf Schalke
Main objectives of the partnership
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Main objectives of the partnership
Awareness: In the beginning…
• Since 1st of January 2007 GAZPROM is the main-sponsor of FC Schalke 04.
• In an impressive kick-off event – previously to the friendy match between FC Schalke 04 and FC Zenit St.
Petersburg – a symbolic giant jersey was handed over to the soul of the club: the fans.
• Since then the writing of the Russian gas provider decorates not only the chest of the so called „royal-blues“ – it can
also be found in the whole cosmos of Schalke, e. g. in the VELTINS-Arena, on the official homepage.
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Main objectives of the partnership
Awareness: Season opening
• Since beginning of the cooperation GAZPROM present themselve alongside numerous partners at the annual
season opnening with various promotions.
Specifics/highlights:
• Showpractice with the team of FC Schalke 04 and 22 kids which were chosen/invited by GAZPROM and the SFCV
(Official Schalke Fan-Club Union).
• GAZPROM kart course.
• T-shirt promotion for the fans
free arrangement for nearly all visitors.
• GAZPROM stage with S04-celebrities as talk guests, show acts and so on.
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Main objectives of the partnership
Awareness: The GAZPROM-tram
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For most of the fans the tram line no. 302 is the central access to the Veltins-Arena.
GAZPROM also moves the fans of Schalke 04 without gas to illustrate their solidarity with them.
Therefor two trams were branded in a Schalke-GAZPROM-design.
Befitting some players and officials of the club were at the opening.
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Main objectives of the partnership
Awareness: DFB Cup Final 2011
• On 21st May 2011, Schalke 04 celebrated his fifth Cup victory in the DFB Cup final against MSV Duisburg.
Fanparty and car parade:
• GAZROM was at our side in the capital and organized a big fan party for the royal-blue supporters.
• Not only in the capital but also on the next day in Gelsenkirchen when the team arrived by train to celebrate in a
car parade with the fans who remained at home.
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Main objectives of the partnership
Image transfer: Zeus auf Schalke
• Newspaper and school - in short Zeus (German: Zeitung und Schule) - is a media education project of the
School of Journalism and gives students in grades 8-13 first insights into the world of media as junior reporters.
• The articles of Zeus students will be published during the project period on extra pages in various WAZ titles.
Zeus auf Schalke:
• As the demand for Schalke subjects was very large in the past we wanted to give many students a chance to
visit Schalke as Zeus reporter – so we decided to enter into an official cooperation with Gazprom.
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Main objectives of the partnership
Social responsibility: „Gib Gas gegen Gewalt“ („Stand up against violence“)
• The project „Gib gas gegen Gewalt“ is a long-term initiative which is about the advancement of violencepreventive social work in football.
• By the cooperation with Schalke 04 GAZPROM has the ability to give a lot of people useful appeals e. g. through
friendly and benefit matches. The proceeds are used for charitable purposes.
• Previous friendly and benefit matches had been hold against Braunschweig, Union Berlin, Aachen, Magdeburg
and Dresden.
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Main objectives of the partnership
Social responsibility: Charity match 2010
• Besides the numerous test and charity games that have taken place in collaboration with GAZPROM and FC
Schalke 04, the charity match between FC Schalke 04 and a local selection of Gelsenkirchen had a special
significance, as the regionally-based amateur clubs are increasingly confronted with financial difficulties.
• The proceeds from the game went completely to the football clubs in Gelsenkirchen.
• 13th April 2010
• Stadium Lüttinghof in Gelsenkirchen-Hassel
• Over 3.000 visitors
• Result: FC Schalke 04 7:0 local-selection Gelsenkirchen
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Main objectives of the partnership
International approach: Tour to Siberia
• GAZPROM auf Schalke – and Schalke visitis GAZPROM.
• No 6 months after the announcement of our new main-sponsor passed when a delegation of Schalke followed
an invitation to the home of our Partner.
• From 23rd to 25th March the managing board of Schalke 04, representatives of the fan-club union as well as
some players and members of the coaching team got a personal impression of the German-Russian friendship
respectively between FC Schalke 04 and Zenit St. Petersburg due to their common main-sponsor.
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GAZPROM auf Schalke
Results of market research
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Agenda
• FC Schalke 04
• Main objectives of the partnership
• Awareness
• Image transfer
• Social responsibility
• International approach
• Results after 5 years
• Great Awareness results
• Credibility by fans
• Future projects
• Improvement of Russia-Germany (Football collaboration with 2 key-players Schalke-GAZPROM)
• Social responsibility
Unaided awareness from sponsors of 1. and 2.
Bundesliga in Germany
Total population, age 16+
Nov 2006
May 2012
Telekom (netto*)
13
Telekom (netto*)
Allianz
12
adidas
Adidas
12
Gazprom
Gazprom
Opel
9
betandwin/bwin
7
19
18
14
Allianz
13
PUMA
8
8
Veltins
6
Volkswagen
E.ON
6
Deutsche Bahn
7
Nike
5
Mercedes-Benz
7
AOL
5
Nike
7
Puma
4
Audi
6
Krombacher
4
Evonik
6
Gazprom
Gazprom
4
Veltins
6
Volkswagen
3
Bayer
5
Victoria Versicherungen
3
REWE
5
KiK
3
Emirates
Source: Sport + Markt AG
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*Telekom, T-Com, T-Online, T-Home, T-Mobile
Unaided awareness from sponsors of 1. and 2.
Bundesliga in Germany
Football interested persons, age 16+
Nov 2006
May 2012
Telekom (netto*)
19
Allianz
14
Telekom (netto*)
31
Gazprom
Gazprom
24
Veltins
11
adidas
Adidas
11
Allianz
Opel
11
Volkswagen
12
betandwin/bwin
11
Deutsche Bahn
12
AOL
8
20
15
Evonik
10
10
E.ON
7
Veltins
betandwin
7
PUMA
9
Krombacher
7
Mercedes-Benz
9
Audi
9
Gazprom
Gazprom
6
Victoria Versicherungen
5
Bayer
8
bwin
5
REWE
8
Volkswagen
5
Nike
7
Emirates
7
Nike
Source: Sport + Markt AG
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*Telekom, T-Com, T-Online, T-Home, T-Mobile
Unaided awareness from shirt sponsors of 1. Bundesliga
in Germany
Football interested persons, age 16+
Nov 2006
Telekom (netto*)
May 2012
21
Telekom (netto*)
betandwin/bwin
10
Gazprom
Gazprom
Opel
10
Evonik
E.ON
10
Die Bahn
Adidas
8
Volkswagen
7
Victoria Versicherungen
6
32
22
13
12
REWE
11
Volkswagen
10
adidas
6
KiK
5
Emirates Airlines
6
Die Bahn
5
TARGOBANK
6
Veltins
5
Bayer AG
5
TUI
5
RWE
4
Emirates Airlines
3
Opel
4
Kyocera
3
E.ON
4
Gazprom
Gazpom
2
Gazi
4
Puma
2
Mercedes-Benz
4
Source: Sport + Markt AG
*Telekom, T-Com, T-Online, T-Home, T-Mobile
Development of key values from GAZPROM in Germany
Total population, age 16+
Nov 2006
May 2012
Gazprom
Source: Sport + Markt AG
Key values from GAZPROM: Total population vs. fans of
FC Schalke 04
May 2012, age 16+
Source: Sport + Markt AG
Sympathy for GAZPROM: familiar vs. non-familiar with the
sponsorship
May 2012, age 16+
Total
Persons who know Gazprom
74%
Persons who are not familiar
with the sponsorship
41%
Source: Sport + Markt AG
Persons who are familiar with
the sponsorship
59%
Image of GAZPROM: familiar vs. non-familiar with the
sponsorship
May 2012, age 16+
international
economical successful
efficiency-oriented
innovative
reliable
sympathy
down-to-earth
trustworthy
caring
Source: Sport + Markt AG
GAZPROM auf Schalke
Future projects
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Agenda
• FC Schalke 04
• Main objectives of the partnership
• Awareness
• Image transfer
• Social responsibility
• International approach
• Results after 5 years
• Great Awareness results
• Credibility by fans
• Future projects
• Improvement of Russia-Germany (Football collaboration with 2 key-players Schalke-GAZPROM)
• Social responsibility
Future projects
Improvement of Russia-Germany Football collaboration with 2 key-players
Schalke-GAZPROM
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Future projects
Social responsibility: „Weil Du es verdient hast!“ („Because you deserve it!“)
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•
•
In 2012 GAZPROM and FC Schalke 04 have started a campaign called “Weil Du es verdient hast!”.
CSR-campaign which appreciates active people for their voluntary social commitment.
Players and officials of the club as represantatives.
Numerous further projects between GAZPROM and Schalke 04 planned.
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Thank you for your attention and Glückauf!
Alexander Jobst
Vorstand Marketing
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