The VfL, a professional German association soccer club based in Wolfsburg, has carried out a brand analysis and repositioning, with reimaging as “the most modern football family in Europe” as their vision and goal. The brand values of VfL Wolfsburg are: passionate team-oriented –innovative – long-term success. VfL Wolfsburg is a relatively young club (established in 1945), which has been playing continuously at premiere national league (Bundesliga) level since 1997 and has very ambitious goals. In 2009 VfL became German Champion. The VfL club is the pride of the city (125,000 inhabitants) and, at the same time, a subsidiary of the automobile group VW. So far, VfL fans mainly come from the region; the stadium (seats 30,000) is modern and particularly family-friendly. The club has an integral approach to football, which is why it also invests in its youth training center (the U19 team became German Champions in 2011!), as well as in women’s soccer (women’s Bundesliga!)
?All further information about the club can be found at their website, you'll find the current range of fan merchandise at their online-shop. The club now wishes to have new fan merchandise to underline and complement the positioning of the club in a likeable and confident way.
Aim:
We are looking for innovative, creative fan products that correspond to the new positioning and generate soaring sales among the fans. Promising items will be incorporated into the fan merchandising range and manufactured together with the person who came up with the idea!
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