Indeed Germany widens reach with sports sponsorship

25 Jun 2017

On Friday, Indeed Germany officially announced it had signed a three-year contract to be the primary sponsor of Eintracht Frankfurt, a premier league soccer club. The deal is worth around €6.7 million ($7.5 million U.S.) per season for the club, according to a report on Faz.de (here in German).

The Indeed logo will appear prominently on the front of all players’ tricots (photo)

Eintracht Frankfurt’s Axel Hellman (left) and Indeed’s Frank Hensgens (far right) introduce the new uniforms (courtesy of Eintracht Frankfurt e.V.)

In a news announcement on Friday (here in German), the club stated that Indeed’s sponsorship activities will extend not just to the professional men’s team, but also to the women’s team, and youth teams at its training center. It also said, “the partnership is aimed at the more than 46,000 club members”.

The Eintracht Frankfurt men’s soccer team ranks No. 11 in the 2016/17 premier league season, and just won the German national championship title in May. Its games are seen by around 43,000 in-person fans and countless television viewers. So, Indeed will be getting its name in front of a large audience. The job site hopes to use the exposure to further boost brand recognition in “the hard-fought German market,” the club’s announcement said.

In a live media event on Friday, Indeed Germany’s managing director Frank Hensgens stated that while most German job seekers know the job board, some target groups are still not familiar with the brand. Indeed chose to sponsor a football club, because “there is no other medium through which you can reach so many people,” he said.

He added Indeed is planning an event at the Commerzbank Arena (where Eintracht Frankfurt’s games are played) in the coming months for football fans, and the people of Frankfurt and the region. It will take place on the margins of a job fair, Hensgens explained, and will offer participants advice on job search.

This is Indeed’s first major sports sponsorship in Germany, but the company has already gotten its feet wet in the U.S.. In 2015 and 2016, it sponsored the International Champions Cup (ICC), a friendly exhibition tournament of football (soccer) clubs in North America, Europe, and Australia that launched in 2013.

Indeed started its German operations in 2012 and has quickly risen to be the No. 1 job search engine in terms of listings and monthly traffic. It lists around 400,000 jobs at any given time and has more than seven million monthly visits to the site. To compare, the No. 2 (general jobs site StepStone) lists upwards of 73,000 jobs and receives around six million visits per month.

For its part, Eintracht Frankfurt’s board president Axel Hellmann said, the club partnered with Indeed, because the platform is anchored in the U.S. and has a large global presence. The club is attempting to internationalize and is looking to build a fan base in the U.S.. It will be taking teams there this summer.

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Kate Rodriguez

Kate Rodriguez covers the German market for AIM Group. She is a freelance business writer with an extensive background in public policy, business consulting and marketing. Originally from the U.S., Kate is now based in Munich.