Culture and sports are a source of pleasure, inspiration and also innovative strength for society. An inspiration to many people, they create a sense of community and enable understanding across cultural and political borders. As an international corporation, we feel that sponsoring cultural activities and sports is another element of our corporate responsibility.
Deutsche Telekom encourages variety in cultural expression throughout the Group. In Germany, it is one of the leading sponsors of culture and sports. As well as providing financial support, we offer our experience in communication and marketing activities to support artists, athletes, organizers and clubs. Regional involvement at our locations also plays a key role.
Sponsoring music is a long-standing tradition at Deutsche Telekom and a vital element in the company's brand communication activities. We want to give as many people as possible access to cultural events, thus encouraging them to share thoughts and ideas. Our main sponsorship focus is placed on events like the Beethovenfest and the International Telekom Beethoven Competition Bonn, which gives a stage to up-and-coming pianists from all over the world.
Deutsche Telekom supports competitive and recreational sports equally. Our sports sponsorship activities focus on soccer partnerships with the DFB German Football Association, FC Bayern Munich and other German major league soccer teams. Deutsche Telekom also lays emphasis on those aspects of sports that foster community life. We sponsor athletes supported by Stiftung Deutsche Sporthilfe, recreational and school sports projects as well as athletes with disabilities. As a Bonn-based company, we also sponsor the Telekom Baskets Bonn basketball team and the Bonn Marathon. We also encourage our employees to participate in the city's traditional annual run and in the "Staying in shape in the winter" running for health program.
Encouraging enthusiasm for sports with the Telekom Baskets
Ticket sweepstakes for the Telekom Baskets' Eurocup matches
German and international top league basketball with a young audience – the German Bundesliga and Eurocup home games of the Telekom Baskets were again a sporting event highlight during the 2014/2015 season. Before the season got underway, Deutsche Telekom launched its seventh Tix for Kids ticket sweepstakes. Participation was open to all schools in Bonn. We raffled off two sets of tickets (2 x 30) for each home game. The Telekom Baskets Bonn also asked large, medium-sized and small businesses to get involved in ticket sponsorship for the 2014/15 Eurocup for social welfare institutions, school classes, club teams, or work centers for disabled people. Deutsche Telekom itself donated an additional 60 tickets to the Maria im Walde children and youth center.
Training with the Telekom Baskets: Baskets@school
In our Baskets@school initiative, we gave students in fifth grade and up the chance to experience a different kind of basketball training. For the 2014/15 school year, we invited classes from the Bonn area and the Rhein-Sieg-Kreis district to apply. Six players and the trainer of the Telekom Baskets Bonn visited the winning classes and gave the students an introduction to the world of basketball. Visits are planned for a total of six classes. After completing the training, each student receives a Telekom Baskets t-shirt and, if they want, an autograph.
ANSTOSS! soccer initiative
The goal of the ANSTOSS! Telekom soccer initiative is to make new experiences possible and encourage young talent. In this broad-based project, Deutsche Telekom promotes soccer in the areas of amateur and recreational sports, developing young talent and disabled sports.
"New sports experience" initiative
One main focal point of the program is the "New sports experience" initiative in collaboration with the German National Paralympic Committee, the German Football Association (DFB) and the Sepp Herberger DFB foundation, which celebrated its five-year anniversary in 2014. The "New sports experience" program gives young people the chance to try blind soccer out for themselves, coached by players from the German blind soccer league. This not only gives young people a feeling for how people with disabilities live but also helps develop coordination, spatial orientation, a feel for the ball and their sense of hearing.
Since its beginning, the initiative has reached more than 85,000 young people at more than 500 educational and sports facilities throughout Germany. More than 70 training sessions were held within the scope of the "New sports experience" initiative in 2014 alone.
Deutsche Telekom and the German National Paralympic Committee also collaborated in creating course material for secondary schools. The materials have been available as a free download on the Deutsche Telekom homepage since March 2014. The material, which is entitled "High performers with a disability", provides an overview of how diverse disabilities can be as well as insight into how people with disabilities live their daily lives. The goal is to teach students to approach people with disabilities and accept them as members of their community.
"Stollenstrolche" – Germany's top goals by kids
Deutsche Telekom celebrated the one-year anniversary of its "Stollenstrolche – Germany's top goals by kids" initiative in September 2014. The initiative awards a prize of EUR 1,000 each month for the most unusual goals in amateur soccer. The prize money goes into the winning team's pot. Parents, relatives and friends of the players can submit videos of the goals. The Stollenstrolche jury selects the top five and then everyone can vote online for the best goal of the month.
Deutsche Telekom has been hosting targeted professional soccer training camps since fall 2014 under the Stollenstrolche initiative. Amateur soccer enthusiasts ages twelve and under can experience exciting soccer training sessions coached by former professional soccer players while the club's children and youth coaches receive exclusive theoretical and practical training.
New online video program
Deutsche Telekom initiated its new video offer "Frag den Buschi" under the Stollenstrolche initiative in 2014. Children can submit questions on the topic of the month such as "Brazil is looking for the next soccer World Champion." The most serious, funniest and silliest questions are answered at the end of the month in a video by the program's host, Buschi (Frank Buschmann) in an entertaining way that is easy for children to understand.
Staying in shape in the winter
Deutsche Telekom has been sponsoring the Bonn Marathon since 2005 and combines its involvement in the marathon with its Germany-wide prevention campaign, "Staying in shape in the winter." The program gives Deutsche Telekom employees with and without running experience the opportunity to get themselves ready to participate in the Bonn Marathon in April or in any other public or company runs within the scope of a professional training program that starts in November.
Groups of runners throughout Germany with different experience levels train at least once a week; groups of 40 participants or more can be supported by an external coach if desired. The program also features individual training plans and related events. More than 2,000 employees from all over Germany participated in the training program in 2014 and around 700 ran in the Bonn Marathon. In addition to its own employees, Deutsche Telekom again entered the Sporthilfe Telekom team in the race in 2014, this time strengthened by Olympic medal winner and world champion Eric Frenzel. The team is a symbol of the partnership between Deutsche Telekom and the Stiftung Deutsche Sporthilfe foundation athletes to enable them to more fully focus on preparing for their competitions.
A unique concert experience at the Beethovenfest and Jazzfest festivals
Beethovenfest Bonn festival
Deutsche Telekom was once again the main sponsor of Bonn's Beethovenfest festival in September and October 2014. As part of its sponsorship activities, Telekom presented three unique concerts: one with the dynamic brass septet Mnozil Brass, one with The Brandt Brauer Frick Ensemble, which plays electronic music on classical instruments like the violin, harp and piano, and, last but not least, a concert with one of last year's winners of the International Telekom Beethoven Competition, young Australian pianist Stefan Cassomenos. The experimental concert with The Brandt Brauer Frick Ensemble was organized by Bonn secondary level students as part of an initiative also sponsored by Deutsche Telekom entitled "School students managing the Beethovenfest festival." Each year, this project gives one group of students the chance to gain new knowledge and experiences and make contacts as part of a real-life challenge.
Jazzfest Bonn festival
Deutsche Telekom was also once again the main sponsor of the Bonn Jazzfest festival in May 2014, emphasizing the company's commitment to the city and the region through its involvement in cultural activities and the community. Deutsche Telekom presented two concerts as a sponsor, one of which was the highlight of the festival. Legendary saxophonist Wayne Shorter and his quartet performed at the Telekom Forum under the slogan, Jazzfest Bonn meets Electronic Beats.
Successful partnership with Junges Theater Bonn
The collaboration between Deutsche Telekom and Junges Theater Bonn, which has been ongoing since 2004, was extended for another three years in 2014. Over the past ten years, the theater has become the most-visited children and youth theater in Germany with more than 138,000 visitors in the 2014 season alone. A special reduced-price category for all afternoon and evening performances, the Telekom €4 Ticket was introduced for children, young people and families. Deutsche Telekom also donates around 700 tickets a year for children and young people from disadvantaged backgrounds. The Junges Theater Bonn launched a media school project sponsored by Deutsche Telekom and designed to teach children at elementary schools about the Internet, cell phones, social networks and data security in a way that is fun and creative.
Sponsoring an exhibition at the National Archaeological Museum and underwater excavations
OTE and COSMOTE sponsored an exhibition at the National Archaeological Museum entitled "The Antikythera Shipwreck: Ship, Treasures and Mechanism," which opened in 2012. This exhibition is the first to present almost all of the finds removed from the shipwreck in 1900 by sponge divers.
The primary goal of these cultural sponsorship activities is to provide cultural institutions in Greece with state-of-the-art technological infrastructure, services and expertise to help them preserve and care for the country's famous cultural heritage.
The two companies also sponsored archaeological excavations in the ocean off the coast of Antikythera, which took place in September and October 2014. The excavations were conducted by a team of international scientists from the Greek Ministry of Culture and the U.S.-based Woods Hole Oceanographic Institute. OTE and COSMOTE provided uninterrupted communications services in and outside of Greece to meet the team's telecommunications and PR needs and equipped the island of Antikythera with a state-of-the-art telecommunications infrastructure.