LONDON: In a double whammy, Lagardere Sports, one of the world’s premier sports management companies announced on Friday that it has signed separate ground-breaking agreements with Bundesliga heavyweights, Borussia Dortmund and Premier League club West Ham.
When it comes to Dortmund, it will become the first football club worldwide to use the innovative virtual advertising technology at all 17 home matches of the upcoming 2018-19 Bundesliga season. Lagardère Sports, the exclusive comprehensive marketing partner of the BVB, is thereby responsible for the overall implementation and global marketing of the technology, which has been licensed by the sports rights agency. This specific cooperation between the Bundesliga team and Lagardère Sports was initially agreed for the next two seasons.
Carsten Cramer, BVB managing director for Sales & Marketing, explains: “It is important for us to constantly develop our platform for our partners and to embrace innovations, which make sense for and fit to Borussia Dortmund. Especially with regard to the internationalization of our club, Virtual Advertising offers enormous possibilities as it enables our regional partners individual ways to appear around BVB’s matches.”
Philipp Hasenbein, Managing Director of Lagardère Sports Germany and President of European Football of Lagardère Sports, adds: “This cooperation with the BVB marks another milestone, both for virtual advertising as such and for Borussia Dortmund and us. We are delighted that we are now implementing this groundbreaking innovation on a grand scale and in the long term, together with our long-standing partner Dortmund. The club and we have always had the same innovative mentality and that’s why it’s so wonderful that we are now setting a joint example for the further internationalization of the Bundesliga and thereby creating decisive digital added value and global growth opportunities for the Borussia”.
Lagardere also announced the launch of the official West Ham United mobile application. The agency has built the club’s official mobile app which provides fans with an immersive and interactive experience, as well as exciting content allowing them to keep West Ham United at their fingertips.
The long-term partnership with the club also sees Lagardère Sports become the exclusive digital sponsorship and activation agency of the club.
Fully optimised for iOS and Android, the official club app will drive engagement and interaction, helping West Ham United to further connect with its fans whilst also building its digital presence.
The app will also include a range of innovative features such as a fan zone, selfie filters and the ‘Hammer Jeopardy Quiz’, as well as essentials such as fixtures, results and player profiles – making it the ultimate destination for West Ham United’s global fan base.
With instant breaking news updates, live audio commentary and push notifications as well as an online store and ticketing, fans will also be able to follow the team whilst on the go, at anytime, anywhere in the world.
Karren Brady, vice-chairman, West Ham United said: “We are delighted to announce the full launch of our West Ham United official club app. Over the past few years, the subject of having an official club app had always been one on our agenda but something firmly agreed we would only do if we find the right partner to deliver our vision. In working with Lagardère Sports, we absolutely have found the right partner that has the ambition, technical know-how and dedication to delivering an app that brings a fantastic fan experience as well as creating commercial opportunities for our football club too.”
Carl Woodman, managing director UK, Lagardère Sports said: “Our global digital business is expanding, and we’re delighted to be working with one of the UK’s most popular football clubs. West Ham United have a loyal and passionate fan base, and with the app’s variety of interactive features, we can provide supporters with new and exciting ways to engage with the club. We’re looking forward to creating lasting connections between the club, its fans and brands that are looking to invest in sport.”
