Realigning its operational infrastructure to improve environmental, social and societal sustainability plays a major role for Bayer 04 Leverkusen. The club has been investing in a more sustainable use of resources for several years. With LEDVANCE as its official sustainability partner for light & lighting, the club now has a strong ally by its side to forge ahead with its goals. As a result, the Levekuseners’ buildings are all being kitted out with sustainable, eco-friendly LED technology. But it is not just the pros who benefit from the partnership: everyone’s included, from the youth teams to the Bundesliga women to the fans.
In this Success Story:
The challenge
At the start of the 2022/2023 season, Bundesliga club Bayer 04 Leverkusen announced its new sustainability partner for light & lighting: the specialist company LEDVANCE. With its premium partnership, LEDVANCE supports the club’s commitment to developing its sustainability credentials. The collaboration isn’t just limited to the pro teams, though. The goal is for everyone to enjoy 100% green electricity: the pros, the women’s and youth teams, employees and, above all, the fans. The club’s Chairman, Fernando Carro, is optimistic about the future: “We’re delighted to have joined forces with LEDVANCE, a renowned expert in the lighting industry, to reliably make our infrastructure fit for the future.”
We’re delighted to have joined forces with LEDVANCE, a renowned expert in the lighting industry, to reliably make our infrastructure fit for the future.
Fernando Carro, Chairman of Bayer 04 Leverkusen
Goals of the partnership
After the announcement of the partnership and before the start of the return round for the 2022/2023 season, the popularity of the LEDVANCE brand among football fans was measured using certain key performance indicators. The goal was to define a sound foundation on which to build the targets for the upcoming season. There were clear differences between football fans and the general population here, even in the summer. Brand awareness among football fans is visibly higher than in the general population panel. In addition, LEDVANCE’s positive reception among football fans is substantially higher and, compared to the general population, LEDVANCE is more frequently in football fans’ relevant set. The aim is now to bolster and boost these values over the course of the season via various activation opportunities.
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brand awareness among football fans (9% for the general population)
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positive reception among football fans (43% for the general population)
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relevant set for football fans (44% for the general population)
The execution
In the BayArena, “Human Centric Lighting” biodynamic lighting technology has been installed in the physio rooms, the player dressing rooms and in the weight room. In addition, parts of the VIP entrance, the exterior of the BayArena and the entrance from the car park into the stadium (Löwengang) have been cloaked in new colours to boost their emotional resonance. At the Ulrich-Haberland-Stadion, the home of the Bundesliga women, the floodlights were ramped up from 300 to 800 Lux thanks to new LED technology to meet UEFA’s Level D guidelines. Additional comprehensive adjustments to the BayArena and offices follow in succession: ultimately, more than 90% of all lightbulbs will have been switched to LEDs.
The partnership’s comprehensive package also includes various activation opportunities for LEDVANCE. These include the specialist company being included in TV- and stadium-related advertising, e.g. in video commercials on signage boards, on LED video banners and with a logo presence on the interview rear walls. Banners are also hung at the entrances to the stands to further enhance the visibility of the partnership and make fans more aware of sustainability. The “number of the day”, presented by LEDVANCE, also shares interesting facts about sustainability with fans in the stadium during the game. Former Managing Director of LEDVANCE, Dr Oliver Vogler, said on the implementation of the partnership: “Being able to implement such an exciting, comprehensive sustainability project for a traditional club like Bayer 04 Leverkusen fills us with pride. At the same time, we can tap into Bayer 04’s channels and wide network to generate a high level of attention for our innovative, sustainable lighting solutions.”
Being able to implement such an exciting, comprehensive sustainability project for a traditional club like Bayer 04 Leverkusen fills us with pride.
Dr. Oliver Vogler, former Managing Director at LEDVANCE
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