Hoffenheim’s Success on and off the Field –Top of the League in Fan Engagement

Alpha Card 19-05-2017

We love being a part of clients’ journeys, and are exceptionally proud of one football team we’ve had the pleasure of working with: TSG 1899 Hoffenheim.


Since February 2016, Hoffenheim have stormed from the bottom to the top of the German Bundesliga Football League under the fresh management of Julian Nagelsmann. They impressed their fans with not only excellence on the pitch, but with care and engagement in the field of marketing.


Capitalising on their success in matches, we worked with them to distribute nearly 500,000 Alpha Cards to fans between the regions of Heilbronn and Heidelberg via direct mailing.


A credit-sized concertina card served as the ideal compact fixture guide and meant fans would never miss an upcoming match. A selection of Hoffenheim’s merchandise was put in a pocket-sized, z-fold card so that fans would be able to get their hands on shirts, scarves, hats, and many other ways of demonstrating their loyalty and enthusiasm.


Getting nearly half a million cards to hundreds of thousands of fans meant working closely with Deutsche Post to ensure every card reached its correct destination. Flow-wrapping the two cards together meant they were not only handily adjoined, but in pristine condition upon reaching their journey’s end.


Hoffenheim wanted to raise club awareness and engage fans with our Alpha Cards, but their in-game success spoke entirely for itself.


When 29 year-old Julian Nagelsmann took over, Hoffenheim were in 17th position in the Bundesliga League. The appointment of such a historically young manager lead to many critics. These critics, however, were soon turned into admirers when Hoffenheim won half or their remaining 14 games to finish one point above the relegation play-off spot. With their Bundesliga place secured, they rebuilt their squad and proceeded to see continued success in their games; scoring in 22 out of 24 of them.


Only Bayern Munich have lost less games than Hoffenheim this season, one of these losses being at the hands, (or feet!), of Hoffenheim themselves – the club’s first victory over Bayern in their history! Nagelsmann was also voted DFB Coach of the Year; a stunning achievement for Bundesliga’s youngest ever permanent head coach. They reached the phenomenal position of third place in the Bundesliga League, topped only by Bayern Munich and Leipzig, and are now in an excellent position to guarantee European football next year.


Overall, they’ve made a very impressive name for themselves in an equally impressive space of time.


We are continually amazed with Hoffenheim’s achievements and are very proud to have been a part of their recent success. Looking forwards, we hope to continue to help them grow and will be keeping a close eye on their progress. Hoffenheim – it’s been an honour!


Next blog >