SLC Management has decades of expertise in sponsorship from a wide variety of perspectives. It is hard to imagine sports sponsorship without the beverage industry and breweries. Therefore, it seems to be a "perfect fit" that Maximilian Madeja, managing director of SLC Management, was invited by the association "Die Freien Brauer" to the "FORUM Marketing" on March 15, 2023, to present new mechanisms and perspectives in sports sponsoring to the marketing and managing directors of the breweries.

"Die Freien Brauer"

"Die Freien Brauer" is an association of 44 medium-sized family breweries in Germany, Austria and Luxembourg that are independent of corporate groups and have been family-owned for generations. The leading regional private breweries have been working together in the German Brewing Cooperation since 1969. The breweries among others include Arcobräu, Distelhäuser, Maisel, Neumarkter Lammsbräu and Pyraser.

"Sponsorship: not my beer, or is it?"

Using exciting insights from SLC sports panels, Madeja discussed the question, "Sponsorship: not my beer, or is it?" Beverages/beers are needed in amateur and professional sports and thus the brewing industry is in the top-5 in the suitability estimation as a sponsor among fans. Madeja also emphasizes that beer is an easy product to experience, creates moments of enjoyment, accompanies emotions and can be extended into areas outside the sponsored platform (e.g. other events, private life). In premium sports, 78.4% of respondents wanted a brewery as a partner/sponsor, 66.1% of whom would even like a regional brewery. More than half of the respondents even said they have already purchased the corresponding beer because of the partnership.
[Photo from left to right: Klaus Artmann (Marketing Consultant, Die Freien Brauer), Jürgen Keipp (Managing Director, Die Freien Brauer), Maximilian Madeja (Managing Director, SLC Management), Jens Jaschinski (Director Consultancy, SLC Management)].

Beverages are always needed in sports. The beer industry also plays a significant role in Germany - whether in professional or amateur sports. However, we need to get away from the principle of "the brewery provides beer, the club therefore provides the advertising space". In line with the motto "Your beer: your way," new ways of cooperation between club and brewery must be adopted with a focus on targeted individuality in order to fully exploit the potential of sponsorship. (Maximilian Madeja, Managing Director SLC Management)

These data insights coupled with theoretical background knowledge and years of expertise showed the brewery shareholders on "Sponsorship: definitely my beer".

Do you also want to professionalize and individualize your sponsorship engagements? Then arrange your non-binding video call with one of our experts now!

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For more information, please feel free to contact us at any time.

Jens Jaschinski

Director Consultancy

Email: jaschinski@slc-ag.com

Fon: +49 (0) 911 - 54 81 830

Tags: Brewery, Databased, Madeja, Professionalization, SLC Management, Sponsoring, Sponsorship, sports business