Cultural and sports sponsorship.

Culture and sports are two areas from which society gets its innovative strength. An inspiration to many people, they create a sense of community and enable understanding across cultural and political borders. That is why, as a responsible international corporation, we lay emphasis on sponsoring cultural and sporting events.

Management approach.

Deutsche Telekom encourages variety in cultural expression throughout the Group. The Group is one of the leading sponsors of culture and sports in Germany. As well as providing financial support, we offer our experience in large-scale 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 in Bonn, which gives a stage to up-and-coming pianists from all over the world.

Deutsche Telekom supports competitive and mass sports equally. Soccer partnerships with the German Football Association and the FC Bayern Munich soccer club and other German soccer clubs form the focal point of our sports sponsorship activities. 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.

The ANSTOSS! soccer initiative.

The goal of the ANSTOSS! Telekom soccer initiative is to make new experiences possible and encourage young talent. In this broadly structured project, Deutsche Telekom promotes soccer in the areas of amateur and recreational sports, developing young talent and disabled sports.

One of the initiative's focal points is the New Sports Experience initiative in cooperation with the German National Paralympic Committee (DBS) and the DFB German Football Association. The initiative gives young people a different soccer experience and the opportunity to try out blind soccer, helping them develop a sense of what it is like to live with a disability. Telekom has been offering this opportunity to students in seventh through tenth grade within the scope of project days. We expanded the project to soccer clubs in 2013. Around 600 young players and 17 clubs throughout Germany had participated in the initiative by the end of the year. The experience also helps the players improve their game. Blind soccer trains coordination, orientation, a player's feel for the ball and their sense of hearing.

Another focal point of the initiative is the Stollenstrolche web TV broadcast where once a month Telekom presents video clips of particularly unusual goals made by young players. The players' parents, relatives and friends can submit their videos. The Stollenstrolch of the Month receives EUR 1,000 for their team.

Telekom’s international sport sponsorship.

Integration Beach Volleyball World Cup
In the spirit of connected communities, T-Mobile Austria sponsored the first Integration Beach Volleyball World Cup in the city of Salzburg in August 2013. Like its counterpart, the Integration Soccer World Cup, the purpose of the event is to encourage the integration of different nationalities in Austria through sports and to promote equal opportunities for female athletes as well. More than 12 nations were represented at the first Integration Beach Volleyball World Cup.

Getting couch potatoes off the couch in Romania
In 2013 "The biggest sports hour" involved three days of intense sports activities for the general public organized throughout July by Dolce Sport, Romtelecom's sports TV channel in Romania. There was one day of events in Bucharest and two days of activities at the seaside resort of Mamaia. Over 3,500 persons participated in both events and some 300 articles about these events appeared in mass media. "The biggest sports hour" is one of the main components of the pro-health campaign "Sports is good" initiated by Dolce Sport three years ago. The aim is to improve the participants' health through sporting activities and a balanced diet. This way, Dolce Sport viewers are actively involved in sports themselves.

Fifth International Telekom Beethoven Competition.

With the International Telekom Beethoven Competition in Bonn, Deutsche Telekom has been helping young musicians on their way to the top since 2005. Every two years, young pianists from all over the world play before a top-class international jury in the birthplace of the famous composer. The winner of the fifth International Telekom Beethoven Competition was Soo-Jung Ann from Korea with her interpretation of Beethoven's Piano Concerto No. 4 accompanied by the Beethoven Orchester Bonn under guest conductor Olari Elts. She received prize money in the amount of EUR 30,000. Stefan Cassomenos from Australia came in second and Shinnosuke Inugai from Japan came in third and also won the audience award

Slovak Telekom promotes Roma music.

In August 2013 Slovak Telekom supported a Slovakian Gypsy Festival with a grant of €30,000 and technical assistance in preparing for the festival. In the face of the opposition to the nomadic ethnic group seen in some European countries, this Festival aims to act as a platform for their vivid and colorful culture and create stage for gypsy artists. In this way it also helps to further the integration of this ethnic group into society.