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The Berlin Derby. Union Berlin's first Bundesliga game without a controversial sponsor.

Updated: Aug 18, 2022

SPONSORSHIP FIT BERLIN, GERMANY



Nowadays, sponsorship is an important source of income for a football club. Appropriate sponsorship fit is very important in the context of authentic clubs. The announcement of Aroundtown in 2019, a real estate company, as Union Berlin's jersey sponsor has led to controversy, debate and fan discussion about sponsorship fit, especially when it comes to the coherence of team and sponsor company values.





SOURCE OF THE PICTURE : https://images.app.goo.gl/xdc5WwmNWETjNi7D9



1.FC UNION BERLIN, AROUNDTOWN AND CONTROVERSY.





"Union always presents itself as a slightly different club, which is involved in the highly commercialized football business, but attaches importance to tradition, cohesion and social issues. If you look at Aroundtown's non-transparent corporate structure, it quickly becomes clear that such values ​​are not important there play"
- German Media in 2019 after the announcement of the partnership between 1.FC Union Berlin and Aroundtown (Graeber, 2019)


Expropriations and rent limits have been the main topic of real estate in Berlin for several years. According to a study by the Rosa Luxemburg Foundation, the subsidiary Aroundtown Grand City Properties (GCP) owns more than 8,000 apartments in Berlin. The company ranks third on the list of tenant increases in 2017, just behind Deutsche Wohnen. According to the report, rents have increased by more than 5 percent in recent years. annually. Overall, fans believed that the company was ripping money off the common people that Union Berlin fans identify with, promoting very pro-social values.


The controversy and fan reactions related to Aroundtown, the 2019-2022 jersey sponsor, prove the great value of a proper sponsorship fit for the Union Berlin fan community.



WHO IS THE NEW SPONSOR OF 1.FC UNION BERLIN?


On 17.03.2022 1. FC Union Berlin officially announced the change of the main sponsor from the beginning of the 2022/2023 season. Aroundtown will be replaced by the insurance company Wefox, established in Switzerland, but based in Berlin. This company has been the sleeve sponsor of Union Berlin since 2019, and from the 2022/2023 season their logo will appear as the main sponsor on the front of the jersey.


In the first sentence of its announcement, the company emphasized its love for the club, the community and the entire city, which makes the company's identification with the club visible, while maintaining the true intentions of the sponsor on both sides.


"We love this city, this community, this club. With wefox as a premium partner, first-class football meets first-class insurance advice. Because great things can only be achieved with an iron team spirit. Wefox has sponsored 1. FC Union Berlin jerseys since 2019. We are proud to support an association whose passion and fan love gives goose bumps in the old forester's lodge and beyond. "





WHAT EXACTLY DOES WEFOX DO? LINKEDIN OVERVIEW.


“Wefox was founded in 2015 by Julian Teicke, Fabian Wesemann and Dario Fazlic.


Wefox is a category-defining insurtech platform that connects insurance companies, distributors and customers to give the world easy access to digital insurance solutions. The goal: to keep people safe by making insurance 10x better through technology. Wefox is the parent company of wefox Insurance, the in-house regulated insurance company.


Wefox is redefining insurance by making it 10x better for everyone and thus providing more security. Our founder and CEO, Julian Teicke, had a clear vision from the start: a company based on trust, clarity and cohesion.


We are a powerful collective of experts from all disciplines: insurers and tech companies, consultants and programmers, dreamers and doers, misunderstood geniuses and bold rebels.


All follow the mission to change the world for the better.


Wefox is here to change insurance forever. Because insurance is beautiful. They protect what matters most. It’s about lives and livelihoods, about better opportunities and second chances. For all of us. “


- wefox via LinkedIn


In addition, the company organized a football tournament for its own employees ... on the Bundesliga's Stadium - Stadion An Der Alten Foersterei.




THE OTHER BUSINESS ACTIVITIES OF UNION BERLIN'S NEW SPONSOR IN FOOTBALL INDUSTRY.


FC Union Berlin is not the only club that works with wefox. The insurance company also cooperates with the current Italian champion - AC Milan and the club from the Swiss capital - BSC Young Boys.








HERTHA BSC. T̶R̶A̶D̶I̶T̶I̶O̶N̶ COMMERCIALIZATION SYMBOL ON THE SLEEVES.


Hertha Berlin has finally opted for tradition during the presentation of the new jersey for the Bundesliga Season 2022/233. Berlin-born Kevin-Prince Boateng, in the yellow Berlin metro, in new jerseys with the symbol of the city on the sleeves - the Berlin Bear. It turned out just great.


So what went wrong?





WHAT WENT WRONG?


After less than a month, the symbol of the city presented during the presentation was replaced by a new sponsor - CG Elementum from the same industry as the previous sponsor of their local rival. CG Elementum is a real estate company.







The way of announcing the new sponsor quickly became the obcject of jokes among Union Berlin fans, which further encourages people to see Berlin's Derby in the first round of the Bundesliga.







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