Plant-Based Sausages Now Available for Stadium Fans
Rügenwalder Mühle has partnered with Borussia Dortmund to boost brand visibility and connect with a broader, younger audience. Known for its commitment to quality and sustainability, Rügenwalder Mühle aims to reach health-conscious football fans through this collaboration. This alliance marks an exciting step in merging food innovation with the dynamic world of professional sports.
In this Success Story:
The challenge
Rügenwalder Mühle, a leading German food brand known for its plant-based and meat products, sought to expand its visibility and connect with a broader, younger audience. The company wanted to partner with a well-known sports club to increase brand awareness, especially among football fans, who align with the target demographics of active, health-conscious consumers. Additionally, the brand aimed to convey values such as sustainability and innovation, which are central to its identity. The challenge lay in finding a sponsorship opportunity that would elevate Rügenwalder Mühle’s profile while authentically resonating with both traditional and new consumer segments. SPORTFIVE was tasked with identifying a fitting partner and crafting a campaign that would deliver on these goals.
SPORTFIVE's solution
To meet Rügenwalder Mühle’s objectives, SPORTFIVE orchestrated a partnership with Borussia Dortmund (BVB), a club with one of the largest and most passionate fanbases in Germany. By aligning Rügenwalder Mühle with BVB, SPORTFIVE created a platform where the brand could achieve high visibility and engagement within the world of professional football. The partnership included the integration of Rügenwalder Mühle’s branding on BVB’s channels, in-stadium visibility, and tailored digital campaigns targeting BVB’s fans, showcasing the company’s commitment to quality and sustainability.
This sponsorship allowed Rügenwalder Mühle to communicate its values directly to a large, diverse audience, establishing a connection that went beyond traditional advertising. The campaign emphasized Rügenwalder Mühle's mission and product variety, including plant-based options, appealing to BVB’s health-conscious supporters and aligning with the brand’s goals.
The results
The partnership between Rügenwalder Mühle and Borussia Dortmund brought widespread positive media attention to vegan and vegetarian options in stadium settings, promoting plant-based choices among fans. After the 2022/23 season, brand awareness of Rügenwalder Mühle rose to 84.2% among football enthusiasts, while it reached 79.2% among non-football enthusiasts. Furthermore, 78.1% of football fans reported actively using Rügenwalder Mühle products, in contrast to 75.6% among those less interested in football. This heightened brand visibility highlights the partnership’s success, positioning Rügenwalder Mühle as a leader in sustainable food alternatives and reinforcing their reach within both sports audiences and the general public.
On the field and at the table, people come together to enjoy shared moments. This is precisely the emotion we convey through our premium partnership with BVB.
Steffen Zeller, CMO at Rügenwalder Mühle.
