Indeed - Lead Sponsor of Eintracht Frankfurt

Client Challenge

Indeed are the largest job site in the world in terms of monthly visits and listings, however they have always struggled with brand awareness.

MediaCom Sport & Entertainment worked with Indeed across their first entry into sponsorship, The International Champions Cup, and realised that in order to stand out from their competitors, Indeed had to think bigger.

Our first priority was to write a strategy for Germany, one of Indeed’s core markets, where the brand is growing rapidly but struggling to connect with the German population.

MediaCom Sport & Entertainment were tasked to find a solution within the market and overcome their awareness and engagement challenges through sponsorship.

Our Solution

It is no surprise that Germany is a football mad market and in fact, nothing else comes close in terms of national reach, popularity, or cultural significance.

The team scoped the market to identify suitable properties within football that also aligned with Indeed’s brand values and connect with a genuine community with a highly engaged fan base as well as high profile business links – and culminated in identifying Eintracht Frankfurt as a suitable partner.

Frankfurt is one of the most influential economic cities in Germany, one of the largest job centre’s in Europe, and yet to become even more prominent in the post-Brexit era.

By aligning with football Indeed would connect with Germans all over the country, and by working with Eintracht they would be integrated into the community and establish business links in one of Indeed’s most important regions.

Results

The early stages of the partnership have focused on internal engagement on both sides of the Atlantic, getting staff on board not only in Dusseldorf but also in the US, where Indeed are based.

Indeed were presenting sponsor of Eintracht’s first ever US tour, where players and staff alike visited Indeed’s Seattle office and were invited to Games in Seattle, San Jose, and Columbus.

As leading jersey sponsor Indeed are already benefitting from a significant boost in awareness within Germany, and set to receive in excess of one billion ‘ad contacts’ over the course of the season.

Indeed branding features all over the Commerzbank stadium, across perimeter boards, on pitch branding, hospitality, and even ownership of each half time show – just to name a few.