In June 2017, the world’s leading job site Indeed became the new main sponsor of Bundesliga club Eintracht Frankfurt. Hill+Knowlton supported the activation of the sponsorship with the aim of raising Indeed’s profile in Germany and presenting the company as a friendly and fan-friendly partner for both the club and the fans – which are traditionally critical of the ongoing commercialization of professional sports.
Hill+Knowlton created a narrative for the sponsorship that combined the passion vested in the sport with Indeed’s business model. This was achieved by developing fan-oriented campaigns which simultaneously focused the job market and job search. The main measure was the development and implementation of the “Job of the Match” campaign – in which fans got to know a “Job@Eintracht” such as a stadium speaker or falconer up close – and “Job of the Fan” – in which fans presented their own job to a member of the professional team. In addition, Hill+Knowlton was responsible for the sponsorship website, Facebook, Twitter and the development of an Instagram channel, mini campaigns around Chief Fan Officer “Charly”, a children’s football camp and sponsorship content for the Eintracht Frankfurt channels.