From niche to success: s2 chooses sleeve partnership with Bayer 04 women
Published on
by Kristin Podewils
s2 Software has been a sleeve partner of the Bayer 04 Leverkusen women's Bundesliga team since the 2023/24 season. In this interview, René Hergenröther, s2's Chief Operating Officer, reveals why the Cochem-based company decided to get involved in women's football, the goals s2 is pursuing, and its findings so far.
In this Insight:
Why did you decide to support the Bayer 04 Leverkusen women's football team?
For us, women's football was a logical choice, as our company serves a niche market in terms of its core business, but is constantly securing additional market share. We believe that the same can be said for women's football. Being close to the sponsorship was also very important to us. The opportunity to become part of a success story and incorporate our own ideas is invaluable. Bayer 04 was in the running right from the start of our search for a suitable sponsorship. Ultimately, we were convinced by the club's vision for its future development and its approach to involving future sponsors.
The opportunity to become part of a success story and incorporate our own ideas is invaluable.
Rene Hergenröther, COO, s2 Software
What goals are you pursuing with your involvement?
First and foremost, we want to raise the profile of women's football. We are as passionate about our company as the managers and players are about the club. Naturally, such commitment must always be viewed as a business case. Being a sleeve sponsor of the women's team while also being a member of the men's business club - with permanent representation in the VIP lounge - offers the opportunity to inspire customers, business partners, and interested parties alike. Attending women's and men's football matches provides a refreshing change.
What is your verdict so far?
We are very pleased to have taken this step. Bayer 04's outstanding season certainly didn't harm our sponsorship, as the name is now recognised worldwide. Our collaboration with SPORTFIVE and Bayer 04 is straightforward, but above all personal. We can openly discuss many topics and ideas. This strikes the right balance between enjoyable sponsorship and a professional business case.
Sensible activation is the be-all and end-all of sponsorship. We make the most of the associated advertising opportunities and continuously expand our network at the well-organised business events. The close relationship between the team and the sponsor leads to ever-better results.
We look forward to continuing our involvement and realising our ideas with the SPORTFIVE and Bayer 04 teams. The team's continuous development offers special opportunities. This is constantly paving the way to raise the profile of women's football and make it more professional.
About s2-Software
The leading company in the B2B market for used Microsoft software licences, based in Cochem, supports customers with cost-effective solutions and secure audit management. The company's many years of expertise, top quality and cost-effective solutions are relied upon by over 20,000 customers in eight European countries.
Why sponsoring women's sports is worthwhile
Female athletes are authentic, down-to-earth, socially competent and professional, and therefore have the perfect qualifications to represent their sport and their sponsors.
Women's sport encompasses many contemporary issues, such as gender equality, inclusion and diversity. According to a Nielsen survey, women's sport is perceived as more family-friendly, fairer, more authentic and more honest than many men's sports. This makes women's sport an ideal platform for advertising messages that focus on values and attitudes, which more and more companies want to use to appeal to younger and female target groups. When it comes to sponsorship, the stories that can be told together are more important than mere reach.
Sponsors who support socially relevant issues are particularly popular in women's football-
A representative SPORTFIVE survey found that 74% of respondents believe it is important for sponsors to support socially relevant issues. Among those interested in women's football, this figure rises to 86%.
77% of respondents would rather use the products or services of a sponsor who supports socially relevant issues.
Furthermore, involvement in women's sport offers brands the opportunity to participate in future growth and help create a fairer sporting world.
