1. FC Köln Partners With Uber to Introduce Dedicated Matchday Pick-Up and Drop-Off Zones.

Roger Hampel

Image: 1. FC Köln

1. FC Köln has signed a new partnership with Uber, combining sponsorship rights with a practical matchday mobility initiative around the club's home stadium.

Uber becomes a new Geißbockpartner of the Bundesliga club, with the partnership centred on designated pick-up and drop-off zones for supporters using the mobility platform before and after home matches.

The two organisations will also develop fan activations during the season, beginning with a mobile “Uber Büdchen” that combines the company's service with a distinctive element of Cologne's local culture.

Financial terms and the duration of the agreement were not disclosed.

Uber to Introduce Dedicated Matchday Zones Köln

The most operational element of the partnership will be the introduction of dedicated Uber pick-up and drop-off points around the stadium.

The designated areas will provide clearly defined meeting locations for passengers and drivers, with the objective of making arrivals and departures around 1. FC Köln home fixtures simpler and more efficient.

That gives the sponsorship a direct role within the matchday journey.

Mobility around major football venues can become particularly challenging immediately before and after fixtures, when large numbers of supporters arrive or leave within relatively short periods.

For Uber, the partnership provides an opportunity to integrate its service into that part of the supporter experience while building visibility around one of Germany's best-supported football clubs.

Partnership Supports Köln's In-House Commercial Strategy

The agreement is also significant from 1. FC Köln's commercial perspective.

Managing Director Philipp Liesenfeld connected the addition of Uber directly with the club's approach to Eigenvermarktung, or in-house commercialisation.

Köln is looking to attract new partners through direct sales, individual activation concepts and sponsorship propositions designed around the requirements of individual brands.

The Uber agreement provides an example of that approach, with the partnership connecting commercial rights to a service that can be used around home fixtures.

Philipp Liesenfeld, Managing Director of 1. FC Köln, said:

Uber Büdchen Connects Mobility With Cologne Culture

The first consumer-facing activation will take place around Köln's opening home fixture of the season.

Uber is introducing a mobile Uber Büdchen, inspired by the small kiosks that form a recognisable part of Cologne's urban culture.

Supporters booking a journey through the Uber app will have a chance of being randomly matched with the specially designed vehicle.

The car will feature a traditional Büdchen-style interior alongside accessories and club merchandise, while passengers around the first home match will also receive opportunities to win prizes.

The activation gives the partnership a local identity from its launch instead of relying solely on conventional stadium advertising.

Christoph Weigler, Head of Uber Germany, said: