The year is 2015 and Esport’s commitments are unknown and unimaginable for sports clubs, especially in Germany. Until the moment when VfL Wolfsburg, together with STARK Esports, announced its entry into Esports under great media coverage. The signing of two FIFA gamers, one of whom came to VfL as reigning German champions, was not only the beginning for VfL Wolfsburg, but the creation of a completely new market. But what was to happen after the first wave of hype?
As absolute first movers, VfL Wolfsburg and STARK Esports have assumed great responsibility for the development of the market. We are happy to continue to work together successfully and closely today. We have implemented both the communicative goals and the club’s positioning wishes. We provide intensive advice on strategic issues, management planning and we develop formats, events and activations. Year after year, a top line-up has been put together, which fights for national and international titles. Since day 1, however, the sporting performance is only one cornerstone of the defined strategy. At least as important is the storytelling, which takes place especially through the players’ channels. The majority of VfL players have built up relevant six-figure coverage (followers – cross-channel) in a very short time and allow the community to take a look behind the scenes every day through twitch livestreams and YouTube videos. Over the years we have celebrated further milestones. One of the most innovative projects is certainly the Wolves eAcademy, the most successful promotion of young talent in European eFootball. Travel and internationalisation projects, target group-oriented campaigns with the VfL partners and the annual popular FIFA launch event of VfL Wolfsburg are just a few of the numerous activations. Year after year, VfL Wolfsburg faces the challenge of developing and differentiating itself from the many other esports engagements of traditional football clubs – together we master these challenges in order to remain one step ahead of the competition in the future.