From a strong football club to a strong brand
FC Basel 1893 has made it its mission: «We are number one» in Swiss soccer. Favo picks up on that theme.
Football is about emotions, the self-esteem of a region, role models for young people, entertainment for adults, sponsorship platforms for marketing, appearance opportunities for the top echelons of society, sport - and ultimately also a bit of money. FC Basel can look forward to a large financial boost after the victory against Guimaraes and thus a return to the Champions League.
Just qualifying for the group stage brings in 8.5 million francs. Another million for a win and half a million for a draw. In addition, there are 2 to 2.5 million francs for each of at least three home matches and around 3 million francs in TV money. Ultimately, the income of at least 27.5 million francs will account for more than half of Basel's budget of 50 million francs. This makes FCB an economic factor. And the economy relies on brands.
Objective Creating identity
All major football clubs have long employed a marketing manager. More and more ambitious clubs are now also working with an external advertising agency. FC Zurich plays with Hesskiss. Opponents FC Basel are already in their eighth year with Favo. The Basel agency led by CD Hinrik Wachsmuth sees it as its mission to create an "identity-creating brand" for FC Basel, which in the case of the city club "can lead to myth". The FCB's banner reads: "We are number 1." This basic attitude is to be clearly communicated with various ideas, campaigns and effects in the stadium.
A first step is the new visual language with which the players are presented. Emotions are an important element here, because "FCB is an emotional thing that goes far beyond sport," says Hinrik Wachsmuth. The city on the Rhine is proud of its club because, in addition to entertainment and excitement, it also offers reliable success time and time again.
Through advertising and communication, various target groups from fans to the people of Basel and sponsors should be able to experience this top performance. Thanks to the great potential for identification, they themselves should become part of the emotional events. These ideas are visible in the new match posters, where the focus is not on the match date, but on the emotions expressed by the game and the commitment of each fan. We no longer see the red and blue flag, but a headline around "Number 1". Especially for the Champions League, the stars take center stage. Favo focuses on emotionally charged portraits that are useful in the long term, rather than the familiar match scenes.
The website has also been styled by Favo in such a way that FCB can credibly proclaim: "We are number 1." The site was voted number 1 in the industry press Eurosoccer. Favo based its design on the sites of rivals such as Schalke, Barcelona and Manchester. How do sponsors come into their own on the site? How do we create topicality? These are two of the important questions. Technically, the site was based on the Playstation world.
Andreas Panzeri
Just qualifying for the group stage brings in 8.5 million francs. Another million for a win and half a million for a draw. In addition, there are 2 to 2.5 million francs for each of at least three home matches and around 3 million francs in TV money. Ultimately, the income of at least 27.5 million francs will account for more than half of Basel's budget of 50 million francs. This makes FCB an economic factor. And the economy relies on brands.
Objective Creating identity
All major football clubs have long employed a marketing manager. More and more ambitious clubs are now also working with an external advertising agency. FC Zurich plays with Hesskiss. Opponents FC Basel are already in their eighth year with Favo. The Basel agency led by CD Hinrik Wachsmuth sees it as its mission to create an "identity-creating brand" for FC Basel, which in the case of the city club "can lead to myth". The FCB's banner reads: "We are number 1." This basic attitude is to be clearly communicated with various ideas, campaigns and effects in the stadium.
A first step is the new visual language with which the players are presented. Emotions are an important element here, because "FCB is an emotional thing that goes far beyond sport," says Hinrik Wachsmuth. The city on the Rhine is proud of its club because, in addition to entertainment and excitement, it also offers reliable success time and time again.
Through advertising and communication, various target groups from fans to the people of Basel and sponsors should be able to experience this top performance. Thanks to the great potential for identification, they themselves should become part of the emotional events. These ideas are visible in the new match posters, where the focus is not on the match date, but on the emotions expressed by the game and the commitment of each fan. We no longer see the red and blue flag, but a headline around "Number 1". Especially for the Champions League, the stars take center stage. Favo focuses on emotionally charged portraits that are useful in the long term, rather than the familiar match scenes.
The website has also been styled by Favo in such a way that FCB can credibly proclaim: "We are number 1." The site was voted number 1 in the industry press Eurosoccer. Favo based its design on the sites of rivals such as Schalke, Barcelona and Manchester. How do sponsors come into their own on the site? How do we create topicality? These are two of the important questions. Technically, the site was based on the Playstation world.
Andreas Panzeri
