Our sports sponsorship philosophy is centered around the values of fairness, tolerance and team spirit. We promote these values, which also apply to our company, as part of long-term commitments and collaborations. Acting on our social responsibility, we are now more active than ever in supporting mass sport, school sport, sport for the disabled and talented young athletes. But our support of top athletes and our collaboration with the Deutsche Sporthilfe foundation and Deutscher Behindertensportverband also play an important role in our sponsorship activities in 2012, the year of the Olympic Games and the Paralympics in London.
The sponsors association "S20 – The Sponsor's Voice," chaired by Stephan Althoff, head of Group Sponsoring at Deutsche Telekom, developed guidelines on hospitality and criminal law in July 2011 in collaboration with the Initiative Sportstandort Deutschland. The initiative was launched together with the Deutscher Olympischer Sportverbund sports association and the German Ministry of the Interior.
The initiative's goal is to discuss urgent challenges in the world of sports and to develop appropriate solutions. The guidelines will also be integrated into the Group's sponsorship policy.
The "New sports experience" school project, which was launched in 2009, focuses on promoting respect, tolerance and fairness among people with and without disabilities. Following North-Rhine Westphalia, Baden-Württemberg, Lower Saxony, Bremen and Hamburg, the project was also launched in Bavaria, Berlin and Brandenburg in 2011. Around 45,000 students from more than 400 schools have participated in the project since October 2009.
Experience blind soccer and single skis.
Students were trained in different disabled sports in order to raise awareness and promote tolerance. Students from a school in Munich, for example, played blind soccer with Oliver Bierhoff, manager of the German men's national soccer team, and Steffi Jones, president of the organizing committee of the 2011 FIFA Women's World Cup. In Berlin and Brandenburg, students at 50 schools tried out wheelchair basketball and soccer for a day in mid-October. In February 2011, Martin Braxenthaler, the most successful single skier of all times, showed young people the ropes of his discipline.
A total of 18,750 students from 125 schools participated in the project in Bavaria, Berlin and Brandenburg during the reporting period.
DFB and the DFB's Sepp Herberger Foundation are new partners.
Alongside the kick-off to the school sports project in Berlin and Brandenburg, the German soccer association DFB and DFB's Sepp Herberger Foundation announced their partnership with the project. This will enable us to integrate blind soccer into the project even more effectively for the long term.
Public Sponsoring award received.
We received the FASPO Award from the German Fachverband für Sponsoring e.V. association in the Public Sponsoring category in March 2011 for our involvement in the "New sports experience" school project. The jury stated that the project was a success and a valuable experience for young people.
In collaboration with the German disabled sports associations Deutscher Behindertensportverband and Deutscher Rollstuhl-Sportverband, we launched an unprecedented school project in Germany called "New sports experience" in October 2009. Students attending grades 7 to 10 are given the chance to experience first-hand what disabled sports are like. The kids get the chance to play sports that they would not normally find at their schools, including wheelchair basketball, goalball and blind soccer. Getting this unusual perspective makes it easier for them to understand and respect people with disabilities.
In line with its disabled sports sponsorship, Telekom supported the IPC Swimming European Championships that were held in Berlin from July 3 to July 10, 2011. The Group provided the communications infrastructure for the European Championships, which was the largest swimming competition in the history of disabled sports with 450 athletes from 40 countries. As a leading telecommunications company and official provider, we also supplied communications technology as well as products and services.
Voting for the disabled athlete of the year.
In November 2011, Telekom supported the disabled athlete of the year election process. The event took place at the Deutsches Sport- und Olympiamuseum in Cologne. Skiing professionals Anna Katharina Schaffelhuber and Gerd Schönfelder and the German women's national basketball team received awards at the gala event.
Around ten months before the kick-off to the Olympic Games in London, we launched the Telekom for Germany campaign in September 2011 in Bonn with a special sports sponsorship campaign day. Around 123,000 Telekom employees in Germany have the chance to get involved as "official sponsors" of German Olympic athletes. The registration deadline is shortly before the start of the event in late June 2012. So far, 1,500 Telekom employees have signed up. Participants can win a trip to the 2012 Olympic Games in London.
Advertising at a German Bundesliga basketball match.
Telekom provided advertisement space for the "Dein Name für Deutschland" campaign run by Deutsche Sporthilfe at the kick-off game to the Beko Basketball Bundesliga season in October 2011. At the top match between Telekom Baskets Bonn and FC Bayern München, ads on the players' jerseys and at the court were replaced with the campaign's logo and slogan.
Additional top-athlete support planned for 2012.
With the campaign day and additional initiatives at Telekom locations in Darmstadt, Cologne, Düsseldorf, Stuttgart and Munich, the Group and Deutsche Sporthilfe will continue to advertise for promoting top athletes as part of Deutsche Sporthilfe's "Dein Name für Deutschland" campaign in 2012.
A tour truck, or information bus, has been advertising for the Deutsche Sporthilfe Foundation at major sporting events throughout Germany since summer 2010. Deutsche Telekom is one of four German sponsors to support this campaign. With the slogan "Your name for Germany," the truck will stop at 70 sporting events throughout Germany each year until the 2012 Summer Olympic Games in London. Sports fans can visit the truck to become an official sponsor of the German Olympic athletes for EUR 3 a month and contribute to the German athletes' success.
Telekom's Herzrasen campaign was designed to promote the 2011 FIFA Women's World Cup in Germany, which took place in July 2011. As part of this campaign, we launched a number of initiatives centering around the World Cup to support the German charity association "BILD hilft e.V. Ein Herz für Kinder". We donated EUR 10,000 for each goal that the women's national team scored or a minimum amount of EUR 100,000. After the campaign, the final amount was donated to the charity organization.
Charity text message for people who want to donate money.
In 2011, we were also able to raise money for the Ein Herz für Kinder association through customer and employee campaigns and public initiatives at the FIFA Women's World Cup. One of these campaigns was called "Spielfreude-Tour." For this campaign, we set up a text message number via which people could donate money.
As part of the involvement in the 2011 FIFA Women's World Cup, Telekom also provided its telecommunications expertise and set up a communications infrastructure.
7,000 students experience the World Cup.
Telekom as a national sponsor of the 2011 FIFA Women's World Cup, together with the Ministry for Children, Youth, Family, Culture and Sport of the German state of North-Rhine Westphalia and the Mittelrhein Soccer Association, invited students to visit the FIFA Women's World Cup under the slogan "20eleven from its best side." A total of 7,000 local kids went to a 2011 World Cup group-stage match in Leverkusen.
At the 11th Bonn Marathon, which took place in April 2011, we partnered with the Berlin-based university hospital Charité-Universitätsmedizin to test an ECG live stream. One of the test subjects was Lena Schöneborn, Olympic gold medalist in modern pentathlon. She had already participated in the Telekom relay race. During the test, data was sent directly to the cardiovascular telemedicine office at Charité hospital in Berlin, via a wireless high-speed connection, where doctors were able to evaluate the data in real time.
450 Telekom employees at the start line.
Telekom has been sponsoring the Bonn Marathon since 2005. 11,000 people, including 450 Telekom employees, participated in the race in April 2011. In November 2010 we had set up the "Staying in shape in the winter" training program to prepare our employees for the marathon. The training program included organized runs, training schedules, trainers and different presentations. A total of 1,300 employees took part in the training program.
2,100 sign up for the training program.
In 2012, we are again supporting the Bonn Marathon and are preparing our employees for the race with our "Staying in shape in the winter" training program By the end of February 2012, a total of 2,100 employees had signed up, more than ever before. In addition to Bonn, we are now also offering the training program at the Telekom locations in Münster, Hanover, Darmstadt and Munich.
The Greek subsidiaries OTE and Cosmote also sponsored sports in Athens. In 2011, Cosmote sponsored the Athens Classic Marathon for the sixth time. A total of 110 employees were there at the starting line Cosmote made a donation to the I MITERA Baby Center for every kilometer its employees ran.
OTE was involved in the Athens Classic Marathon for the first time in 2011. 91 employees turned out to participate in the event. OTE donated EUR 5 to the Hellas Muscular Dystrophy Association (MDA Hellas) for every kilometer run. The organization supports people with neuromuscular diseases.
Cosmote and OTE also sponsored the 2011 Special Olympics Summer Games in Athens. They provided the entire telecommunications infrastructure and services for the Special Olympics. Both companies also launched a volunteer program to support the Games. 169 employees from all over Greece participated in the program.
Please contact us.
Save up to five personal favorites.Save