Disabled Sports
Bayer: "Official Sponsor of the German Paralympic Committee"
Image: Bayer sponsors German NPC Surveys conducted by Bayer AG show that most people in Germany associate Bayer sports with football or "Bayer 04 Leverkusen". However, that fails to project the companies true commitment. In order to create an antipole to professional sports which receive a lot of attention from the medial, Bayer decided to sponsor the "German Federation for Disabled Sports" in 2000. Apart from reaching the targeted communication goals Bayer hope that their sponsoring which started on 01 January 2000 will help increase the acceptancy and profile of disabled sports in Germany. Furthermore Bayer want to help the DBS collect the much needed means to uphold the goals they set themselves in their own charter which includes sending a national team to the Paralympics.
In this coherence Bayer often use the title „Official sponsor of disabled sports in Germany”. Furthermore, Bayer is present at the leading events of the attached associations and at the Paralympics with corporate branding.
Carlheinz Rühl, former manager of the „Development Fund of the Foundation for German Sports Help, said: “We make sure that our sponsor fit into our “sponsor familiy” and that synergies can be exploited. Regular workshops with our partners confirm this approach. Bayer have always led the way with creative communication concept and have done an excellent job of promoting the interests of disabled sports.”
Apart from following the goal of achieving public relation value in a positive field, Bayer also realise their patron-like role. “We know that our young athletes need idols. This is even more important in disabled sports. The idols from the competitive sports sector can give a lot of young disable people the courage to live a confident and happy life despite a disability.
Bayer has been closely associated with disabled sports for many decades. The promotion of the TSV Bayer 04 Leverkusen Disabled Sports Department and the Herbert-Grünewald-Foundation round off the companies activities in this area.
In this coherence Bayer often use the title „Official sponsor of disabled sports in Germany”. Furthermore, Bayer is present at the leading events of the attached associations and at the Paralympics with corporate branding.
Carlheinz Rühl, former manager of the „Development Fund of the Foundation for German Sports Help, said: “We make sure that our sponsor fit into our “sponsor familiy” and that synergies can be exploited. Regular workshops with our partners confirm this approach. Bayer have always led the way with creative communication concept and have done an excellent job of promoting the interests of disabled sports.”
Apart from following the goal of achieving public relation value in a positive field, Bayer also realise their patron-like role. “We know that our young athletes need idols. This is even more important in disabled sports. The idols from the competitive sports sector can give a lot of young disable people the courage to live a confident and happy life despite a disability.
Bayer has been closely associated with disabled sports for many decades. The promotion of the TSV Bayer 04 Leverkusen Disabled Sports Department and the Herbert-Grünewald-Foundation round off the companies activities in this area.