S T R AT E G Y & TA C T I C S G O A L 0 3 F F 2 7 23 AS-IS STATUS AND GOALS C U M U L AT I V E R E A C H ( S E N I O R N AT I O N A L T E A M , B U N D E S L I G A , D F B C U P ) S O C I A L M E D I A ( S E N I O R N AT I O N A L T E A M , B U N D E S L I G A ) S P E C TAT O R S O F T H E W O M E N ’ S D F B C U P F I N A L 2 0 2 2 360 MILLION Season 2021/2022 ▼ +100% by 2027 267 MILLION Season 2021/2022 ▼ +100% by 2027 17,531 28.05.2022 ▼ +100% by 2027 • Taking media products to a new level by optimising production standards, broadcasting independently (control of the product remains with the DFB) and collecting and utilising match data. • Creating opportunities for marketing in international markets. • Redesigning the match schedule to create a unique selling point for the FLYERALARM Frauen-Bundesliga, e.g. through Monday matches. E X P A N S I O N O F D I G I TA L C H A N N E L S • Building up a digital platform/content hub for “Women in Football” on dfb.de. • Expansion of content production aimed at specifi c target groups for the social media channels of the FLYERALARM Frauen- Bundesliga, the women’s national team as well as “Nicht ohne meine Mädels” #nomm (“Not without my girls”) . • Regular targeted placement of content from the women’s sector on the DFB TikTok channel. • Expansion of content production for DFB channels (TikTok, YouTube, Instagram, Facebook, Twitter) at tournaments: daily productions (long and short form), incl. presenter and a studio to increase the number of content pieces. • Increase reach through partnership with OneFootball (test for WEURO). R A I S I N G T H E P R O F I L E O F F E M A L E N A T I O N A L P L AY E R S • Launch of the fi rst documentary series worldwide about a women’s national team in cooperation with Warner Bros. B U N D L I N G C O M M U N I C A T I O N A C T I V I T I E S F O R T H E W O M E N ’ S S E C T O R • Bundling of communication activities for the women’s sector through lead agency brand communication in order to increase reach, recognition and appeal. ▼ CURRENT MEASURES AND PROJECTS • Complete production of all FLYERALARM Frauen-Bundesliga matches since 2021/2022. • One live FLYERALARM Frauen-Bundesliga free-TV match per match day on Eurosport and highlights in ARD Sportschau. • Active role in international TV rights marketing including fi rst deals in USA and sub-Saharan Africa. • DFB-Pokal Frauen in 2021/2022 also on Sky alongside ARD; best independent TV contract (approx. 50% increase) since 2022/2023. • Production of a documentary on the women‘s senior national team with Warner Bros. • Intensifi cation of cooperation with the clubs of the women‘s national leagues by forming and establishing working groups, including for press spokespersons, marketing, high- interest matches and DFL/DFB. ▼ STRATEGY & TACTIS I N D E P E N D E N T M A R K E T I N G F O R T H E W O M E N ’ S F O O T B A L L S E C T O R Marketing of the women’s national team, FLYERALARM Frauen-Bundesliga and DFB-Pokal Frauen brands as part of a separate women’s sector in order to successfully exploit the specifi c strengths and social relevance of the topic of women in football commercially. C R E A T I N G A T M O S P H E R E A N D F I L L I N G U P S TA D I U M S • Organisation of marquee-type matches for the women’s national team, the FLYERALARM Frauen-Bundesliga and the DFB-Pokal Frauen, thus generating a pull effect in terms of core spectator growth and creating a foundation for optimised marketing. • Further expansion and establishment of the DFB-Pokal Frauen fi nal as a stand-out event in the landscape of German women’s sport (including bolstering ticket promotion measures, expanding the supporting programme/family fan festival and establishing it as a networking platform). In addition, the entire DFB-Pokal Frauen competition is to be upgraded, from the fi rst round to the fi nal in Cologne. • Central implementation of measures to attract spectators to the FLYERALARM Frauen-Bundesliga (including ticket portal, Best Friends Day and workshops). I M P R O V I N G T H E Q U A L I T Y O F T H E T V P R O D U C T A N D T H E R E A C H O F M AT C H B R O A D C A S T S For the fi rst time, independent tendering of media rights for the women’s sector from 2023/24 onwards in order to create an overall product consisting of live and highlight broadcasts: