“We’re competing because some dreams are worth pursuing” – that is the encouraging message from young athletes in a series of new multimedia spots as well as numerous social media contents. With these adverts, the DFL Foundation and German Sports Aid Foundation (Deutsche Sporthilfe) are continuing their commitment to talents in more than 50 Olympic and Paralympic disciplines and deaf sports, and focusing on young athletes in a range of sports.
Two spots of 30 seconds, one of 60 seconds and further moving image contents have been produced in collaboration with the DFL’s lead agency, “The Brand Orchestra”. They showcase young athletes in a creative way. The short videos shed light on the wide-ranging lives of the role models of the future, and show that many athletes manage to juggle sport, school, training or work through their enthusiasm, their love of sport and their discipline.
Devised partly on the basis of interviews with upcoming and world-class athletes, the tv spots will be broadcast from Friday, February 5 in and around Bundesliga content on Sky, DAZN, ARD, SPORT1 and Nitro and elsewhere, as well as on social media. Several video interviews with featured athletes such as track-cycling world champion Lea Sophie Friedrich, boxer Sarah Scheurich, open-water swimming relay world champion Rob Muffels, discus thrower Claudine Vita and gymnast Lukas Dauser as well as advertising motifs supplement the cross-media concept.
The DFL, the DFL Foundation and German Sports Aid Foundation announced the extension of their partnership until at least 2025 in mid-January. In future, the support for elite young athletes funded by the DFL Foundation will benefit far more than the 250 talents in Olympic and Paralympic disciplines and deaf sports who currently receive assistance through this pathway. In addition, the funding now starts at an even earlier stage. By making this move, the DFL Foundation and German Sports Aid Foundation aim to motivate very young athletes too, and help them to concentrate even more effectively on their sporting development.