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Marketing Director Axel Hellmann advises: “How do you want to develop a soccer strategy when management changes every two to three years?”
- Eintracht Frankfurt fight for Fredi Bobic.
- For SGE-Marketingvorstand Hellmann Frequent changes in management are detrimental to strategy.
- Hertha BSC shows interest Fredi bobic since Eintracht Frankfurt.
Frankfurt – has sports Eintracht Frankfurt In the last two Bundesliga games more feathers than planned, personnel are due to the announced departure of Sports Director Fredi Bobic A conflictive phase has started, but strategically the club sees itself in an ideal position. Marketing director Axel Hellmann has already made this clear in the sports business club of the specialized magazine “Sponsors”.
Without getting directly into Bobic’s sensitive staff, which will be the predominant theme at Wednesday’s highly anticipated oversight board meeting, Hellmann explained that “you need a team that represents continuity at the management level. We have had Heribert Bruchhagen as CEO for a long time, we have had the same chairman for 20 years and we have an organic transition to supervisory board positions. That a player, coach or manager wants to come or go will not change the structure of this club ”. Hellmann seems to be confident that the Eintracht maintains his path to success even after a probable departure from Bobic.
Eintracht Frankfurt: socialized in the SGE fan block
Hellmann himself is, unlike Bobic, who feels at home in Stuttgart and Berlin as a teenager Eintracht fan has been in the G-Block and has been with him for 20 years Eintracht in various offices. “It helps to have a long biography with a club,” he believes, “but you can also handle this balancing act without having club-specific DNA. If fans and members feel that there is an honest mentor who wants to advance the interests of the club, then authenticity is created through clarity of truth. “
For the 49-year-old, it’s clear that changing leadership too often can be problematic, a topic that is becoming more current thanks to Bobic’s personality. Because: “How do you want to develop a soccer strategy when managers change their fundamentals every two or three years?”
Eintracht Frankfurt is one of the top four in Germany
In the Hellmann / Bobic era of nearly five years, the company achieved economic growth Eintracht Frankfurt one of the 4 best clubs with the highest turnover in Germany. Hellmann sees this as “a remarkable situation considering that nine years ago we achieved sales of less than € 60 million. Now we have reached the 300 million mark a year ”. However, there is also a lot behind Bobic and his clever buying and selling policy, which led the 2016 second-tier relegation participant a long way from Europe.
And the Eintracht , flanked by sporting success, has also grown in the commercial sector, that is, in sponsorship and through partnerships. In the last five years it has increased by 60 percent in this area. If it reached 27.9 million in 2015/2016, when it was only able to secure class affiliation through the two playoffs against Nuremberg, it is now 44.4 million. Hellmann: “The fact that we managed to get to this rank from a relegation situation without a single Champions League appearance and without investors is the real added value.”
Eintracht Frankfurt: marketing without Lagadere Sports
It is also important for the club that no marketer has been involved since April 2019, previously it was Lagardère Sports for 15 years. “Since we switched to self-marketing, we have been able to increase our sales by 25 to 30 percent. On the contribution margin side, the increase is even 44 percent. I don’t know of any club that has achieved a similar development, ”says Hellmann.
Economic stability is an important asset in times of crisis. “There are investor-led clubs (such as Leipzig, Wolfsburg, Leverkusen; editor’s note) with a clear advantage,” says Hellmann, but sees traditional clubs as future drivers: “In the medium and long term, traditional clubs Se It will turn footballers to do fundamental work because it has to excite people. The push after Corona, when people need to feel the spirits again, will come mainly from the big traditional clubs. Therefore, it is unfortunate that the Bundesliga continue to decline in terms of number of traditional clubs. “
Eintracht Frankfurt: The warning to VfB Stuttgart
The advantages of Eintracht compared to VfB Stuttgart or Hamburger SV, where recently there was a violent dispute for the lead, or the designated relegated Schalke 04 explains Eintracht Marketing Director then: “Thanks to our statutes, we were able to ignore any issue related to power struggles, that is well balanced with us. In an association with more than 50 branches, it is important to find a system that strengthens a president, which is very important ”. Peter Fischer has that in him Eintracht undoubtedly.
Power struggles like in Stuttgart, where club boss Claus Vogt came under attack from CEO Thomas Hitzlsperger, backed by lead investor Daimler-Benz, can cause considerable damage. Hellmann’s antidote: “A healthy relationship has to be found between the basic rights of members and capital. If this is not balanced, you have no chance of a common strategy. A president must cultivate this balance and, above all, it must be accepted by all. If that doesn’t work, the conflicts will continue ”. Doesn’t sound good for the future of VfB.
