A new approach to sponsorship

How Admira and GAK score points with regional sponsors

(Bild: GEPA pictures)

Soccer clubs often struggle with tight sponsorship budgets. But Admira and GAK prove that creative ideas can make all the difference: With StadiumADS and targeted campaigns, they attract new partners and offer real added value to regional companies in particular. 

Sponsorship is a crucial source of income for many soccer clubs - but it is also an ever-increasing challenge. Clubs outside the top of the Bundesliga in particular are struggling to convince companies to work with them. Regionality, limited reach and ever tougher competition for budgets are making it more difficult to attract sponsors. FC Admira Wacker and GAK have found innovative solutions that not only strengthen their partner base, but could also serve as a model for other clubs.

Tailor-made solutions by StadiumADS
Admira Wacker, currently top of the Admiral 2nd division, has taken a creative approach to attracting new sponsors. StadiumADS was used for the first time in a targeted mailing campaign. This is a stadium and jersey marketing tool developed in Austria that supports clubs in acquiring sponsors with 3D animated videos. The mailing campaign had a clear focus: potential partners should not be fobbed off with standard packages, but should receive personalized offers with individually designed videos.

The result was impressive: after just a short time, several new companies were acquired as sponsors. For example, the Lower Austrian company Küchenparadies, which was able to present itself with attractive live TV advertising time during the top match in prime time on ORF Sport+. This tailor-made approach clearly demonstrates how "StadiumADS" responds to individual needs.

"Admira caught our attention with their individual approach. [...] With the transmitted video, we were able to visualize very well how our kitchen paradise is perceived on TV and in the stadium on the perimeter board."

Harald Altmann, Geschäftsführer Küchenparadies

The last Admira home game of the fall season on 23 November 2024 against FC Liefering offers the opportunity to use the successful concept again.

GAK uses digitalization
The traditional Graz club GAK is also breaking new ground to inspire companies. Here too, the key to success lies in using the digital possibilities of StadiumADS to address potential partners flexibly and in a target group-specific manner. With this approach, GAK was able to win over two companies to present their brand to a large audience for the top match against SK Rapid.

The fact that Haydnbräu (Burgenland) and Müllner Bau (Lower Austria) are non-Styrian, medium-sized companies reinforces the justified assumption that it makes sense for sports clubs to think outside the box.

Haydnbräu boss Jochen Lehner confirms that 3D animations created with the help of StadiumADS are convincing for sponsors: "I have often invested in both amateur and professional sport and am therefore familiar with different sponsorship presentations from clubs. The GAK's approach was new to me so far and quickly won me over. You get a great impression of how your sponsorship is received by TV viewers directly on your smartphone."

 

A model for the future
The examples of Admira Wacker and GAK show that sponsorship can be successful even in difficult times if creative approaches are pursued. StadiumADS offers clubs and associations new marketing opportunities. And companies are offered a realistic presentation to experience the effect of their advertising message on live TV and in the stadium in advance.