BLOG | by Edgar Raposo

Lufthansa DFB deal – Official Airline of German football team continues to fly

This week, Lufthansa announced an extension of its sponsorship deal with Deutscher Fußball-Bund (DFB), Germany’s national football federation.

While Lufthansa is a long-standing sponsor of sports (including a deal with Bayern Munich which lapsed in 2018), the relationship with DFB stretches back 14 years. Under the new deal, the carrier will continue to be the DFB’s official airline until 2022.

We thought we would take a quick look here at the metrics underpinning such a long-term relationship to see what was persuading Lufthansa to part with its money once more.

In the chart above, you can see the scores for six of the 16 metrics we track in Germany each day for Lufthansa. For each metric, we have created a segment made up of fans of the German national team to see their perceptions of the brand compared to those of the general public.

As you can see, it’s compelling evidence that the long association between the carrier and the DFB continues to pay dividends for the brand.

Right across the sales funnel – from Awareness to Current Customer – Lufthansa is better regarded by football fans than by the general population in Germany. And it’s on the crucial Current Customer score that Lufthansa enjoys the largest percentage uplift among national team fans.

And if Die Mannschaft can press ‘Lufthansa Siegerflieger’ (Lufthansa Winner’s Plane) into service again at the end of the 2022 World Cup, this partnership will represent money even better spent by the airline.

Photo by Atarium

BLOG | by Edgar Raposo

EDGAR RAPOSO
Senior Sales Manager, Germany

Leading industry expert Edgar Raposo recently joined YouGov Sport as a Senior Sales Manager, to meet the growing client demand for sport and sponsorship research in the German market. Edgar is tasked with introducing YouGov Sport’s pioneering research services and expertise to Germany’s sports industry, including rightsholders, agencies and sponsors.

E edgar.raposo@smg-insight.com