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  • 2017 Corporate Responsibility Report

Cultural and sports sponsorship

Culture and sports are a source of pleasure and inspiration for society. 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.

Getting involved in culture and sports

In Germany, we are one of the leading sponsors of culture and sports, and our national companies are also engaged in this area. In addition to providing funding, we support artists, athletes, event organizers and associations in their communication and marketing activities. 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 our company's brand communication activities. It is our goal to give people 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 has been providing a stage for up-and-coming pianists from all over the world for twelve years.

We are a partner of Junges Theater Bonn and sponsor a number of projects, including a media education school project that is aimed at motivating young schoolchildren to learn about the new media through fun and creative activities.

As part of our sports sponsorship activities, we support both competitive and recreational sports. Our main focus is on soccer partnerships with the German Football Association, FC Bayern Munich, and other German major league soccer teams. As a Bonn-based company, we moreover support the Telekom Baskets Bonn. In addition, we sponsor athletes through non-profit organizations such as Deutsche Sporthilfe (a German sports aid foundation), Deutscher Behindertensportverband (National Paralympic Committee Germany) and DFB-Stiftung Sepp Herberger (the German Soccer Association's Sepp Herberger Foundation).

Furthermore, we also place emphasis on those aspects of sports that foster community life. The focus of our engagement is on recreational sports, school sports programs as well as athletes with disabilities. Our partnership with the Deutsche Sporthilfe foundation has been extended to 2020, with special emphasis on Paralympic sponsorship and athlete career transition.


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Getting excited about sports with the Telekom Baskets

We take responsibility for our immediate social environment, which is why we sponsor the Telekom Baskets in Bonn.

Ticket sweepstakes for the Telekom Baskets
Before the 2017/2018 season got underway, we launched our tenth Tix for Kids ticket sweepstakes. We raffled off two sets of tickets (2 x 30) for each home game. All schools in Bonn had the opportunity to participate in the raffle. Bonn-based businesses were invited to become ticket sponsors for social welfare institutions, school classes, club teams and back-to-work centers for disabled people. We participated in the sweepstakes and donated an additional 160 tickets to various organizations including the "Maria imWalde" children and youth center, and various refugee housing centers.

Baskets@school student training project
Deutsche Telekom's Baskets@school initiative makes it possible for students in 5th through 10th grade to have their sports idols visit their school. Children and young people experience what professional basketball training is like by participating in a training session that lasts for around 90 minutes. The Telekom Baskets pros teach them tips and tricks. Head team trainers offered a total of eight such training sessions from November 2017 through April 2018. The project strengthens team spirit and teaches students from the region more about basketball.

A highlight of the season was a visit by the Telekom Baskets to the Otto-Kühne School rowing club (RVPG). During joint rowing practice on the Rhine, the students showed off their talents to the six stars. In a following basketball unit, the Baskets pros showed off their skills in the court.

Baskets Primary School Challenge
In 2017, we started the Baskets Primary School Challenge together with the Telekom Baskets and in cooperation with the City of Bonn. This training project wants to get second and third graders excited about sports and awaken their athletic ambition. The students are given the opportunity to train with Telekom Baskets players – and to then compete with other primary schools in a challenge. Deutsche Telekom furthermore provides a free box with training equipment that the schools may keep after the end of the project. Interested primary school classes from Bonn and its surroundings may register online. The finale of the first challenge took place in January of 2018 at the Telekom Dome.

Programs for young soccer talent

"Stollenhelden" (Soccer Heroes), Deutsche Telekom's soccer program for future stars, had evolved from the ANSTOSS! soccer initiative. With the election of the Stollenhelden (Soccer Heroes) 2017, we have ended the project in January of 2018 after four years. We continue to support the development of new soccer talent through the "New Sports Experience" program.

New Sports Experience
We run the "New Sports Experience" development program in collaboration with the National Paralympic Committee Germany and the National Soccer Association's Sepp Herberger Foundation. The "blind soccer" training unit gives teams with players 12 years and older an opportunity to experience something new and to learn how to play blind soccer. In the "blind stadium experience" students with and without visual impairments attend a German national league soccer game together, following the action by only hearing the live commentary. This experience promotes camaraderie among young people.

Sport Is Good campaign in Romania

The “Biggest Sports Hour” 2017
During June and July 2017, Telekom Romania in partnership with SmartAtletic organized the 7th edition of the sports event “The Biggest Sports Hour” in Bucharest, Brașov, and Mamaia. The event was attended by more than 50,000 people from 21 cities in Romania. It featured around 35 fitness classes, coordinated by 118 instructors, and 18 sports such as: cycling, street workout, freewheel, table tennis, football, etc.

In addition, 3 medical stations were provided by BTL Romania. They carried out more than 500 ECG tests for the detection of sudden death syndrome, and medical aesthetic sessions. The Red Cross offered first aid and resuscitation courses for 100 children and adults, while the Leventer Foundation provided tests for skin cancer.

Last but not least, the Telekom Romania Foundation supported two charitable causes throughout the event: 40 families without income from Giurgiu County received non-perishable food and the Casa Speranţei Hospice for children and adults with incurable diseases received financial donations gathered through the "Sport is good" cross, part of "The Biggest Hour of Sport" event in Brașov.

Telekom Romania supports the third edition of Brasov International Marathon
In May 2017, Telekom Romania organized the Brasov International Marathon as part of the “Sport Is Good” campaign. More than 2,600 national and international runners of all ages competed in the marathon (+26% more than in 2016).

  • Over 100 runners from 21 foreign countries (+ approximately 100% compared with2016)
  • Approximately 300 volunteers in the organizing team
  • Final accreditation from AIMS (Association of International Marathons), two years in advance
  • Ranked 13th place in the top 20 best city sightseeing races in the world according to Culture Trip
  • More than 100 runners from Telekom – 1st place for “The biggest running team”
  • 4,500 euros raised by the Telekom Romania Foundation from registration fees to support therapy for children with incurable diseases
  • Fundraising for a colleague in need of surgery: approximately 5,200 euros collected in a single week by 22 Telekom runners through a donation platform and by 1 Telekom employee offering photo sessions at the company.

Cultural sponsorships: Promoting access to art

With the exhibition "Henry Moore.Vision Creation. Obsession", we would like to facilitate access to art for people from different social backgrounds and sponsor the art and media competence of children and adults. The exhibition took place from May 2017 to January 2018 at the Arp Museum Bahnhof Rolandseck in Remagen near Bonn. In cooperation with the museum's public outreach department, we offered a variety of workshops  in which visitors were able to not only contemplate art, but to get creative themselves and improve their digital media skills with photo or video apps.

Moreover, Deutsche Telekom provided an allotment of 50 free tickets for charitable organizations and holders of the Bonn Card. The Bonn Card allows low-income citizens of Bonn to access certain services and reduced fees. For Bonn-based social institutions and organizations, Deutsche Telekom also held free photo rallies across the Arp Museum grounds. The end of the year-long exhibition was formed by the "Magic of Advent Weekend" that we held in cooperation with Junges Theater Bonn. In four acting taster workshops at the museum, participants had fun bringing Henry Moore sculptures to life.

A unique concert experience: Beethovenfest and Jazzfest

Beethovenfest Bonn: Deutsche Telekom presents inspiring concert evenings
In 2017, we were once again the main sponsor of the Beethovenfest in Bonn, which was inspired by the motto "The Distant Beloved" this time. We sponsored two fascinating concert evenings. On September 30, the Musiciens du Louvre orchestra, conducted by Sébastien Rouland, played works by Joseph Haydn, Hector Berlioz, Charles Gounod and Jacques Offenbach at the World Conference Center Bonn. Another concert evening was presented by Francesco Tristanoon September 16. The pianist combines classical music with techno in his shows. The concert was organized by eight students within the scope of the student manager project of the Young Beethovenfest. The students handled financing and advertising and made sure the concert runs smoothly. Beethovenfest employees assisted the students in all of their responsibilities. 2017 was already the seventh time that Deutsche Telekom has sponsored this project.

Moreover, during the period covered by this report, we held another International Telekom Beethoven Competition for pianists. The competition has been held every other year since 2005. We sponsor young professional pianists and offer them an international forum. We specifically expect of the participants that they imbue their performances with their own interpretations and ideas. The awards were given out in December 2017.

Jazzfest Bonn
We were also once again a main sponsor of last year's Jazzfest Bonn in May 2017, where we presented a double concert at the sold-out Telekom Forum on May 12. The audience greatly enjoyed the performances by actress Jasmin Tabatabai, accompanied by the David Klein Quartett, and by the jazz/rap group Jazzkantine.

Fostering Culture and Digitization in Greece

Free WiFi img Services at 20 Top Archaeological Sites and Museums in Greece
In cooperation with the Greek Ministry of Culture and Sport, COSMOTE has launched the provision of free WiFi at 20 archaeological sites and museums throughout Greece. By 2017, Wi-Fi access was already in place at the Acropolis, Delphi, Akrotiri on Santorini, the Knights’ Palace and Archeology Museum on Rhodes, the Athens Byzantine Museum, Eleftherna Museum on Crete, and at the Delos museum and archeological site. The archeological sites at Knossos and Sounio, the Royal Tombs (Vergina), the National Archeological Museum, Ancient Olympia, the Archeological Museums at Heraklion and Thessaloniki, the Acropolis on Lindos, Ancient Epidaurus, the Acropolis of Mycenae, Spinaloga, the Museum of Byzantine Culture, ancient Dodoni, and ancient Corinth will be the next sites to go online. COSMOTE is investing more than € 2 million to harness the power of technology and promote Greek cultural heritage. The project includes the study, design, and development of wireless network infrastructures at selected locations by the Ministry of Culture and Sport, provision of the necessary equipment, operation and maintenance of the networks, and free wireless Wi-Fi internet for three years. Free WiFi provision will be completed in the course of 2018.

Contemporary Artistic Creation at the Onassis Foundation
The OTE Group supports the Onassis Foundation with the aim of promoting more than 120 productions in the field of culture. The focus here is on contemporary art. In 2017, COSMOTE focused on supporting the exhibition "Science Fiction: Travel to the Unknown". This included creations by modern artists inspired by the opportunities of science fiction in design, cinema, and literature. The exhibition also included concerts, educational programs, workshops and film screenings. At the same time, COSMOTE is supporting the upgrade for the application entitled "Soundscapes – Landscapes 2". This enables visitors to take part in a poetic journey of sound and image around the streets of the city using tablets and smartphones.