Target group specific communication in international markets

The international positioning of the club is one of the overarching marketing goals of Bayer 04 Leverkusen. The club has been able to achieve high fan growth on digital channels in recent years – especially abroad. A crucial factor for the successful communication of the club with its international fans on social media is the creation of country and target group specific postings. Through the visual and editorial diversification of content (such as the Dia de los Muertos in Mexico), Bayer 04 Leverkusen expresses its cultural interest, creates emotional ties with the fans from the respective market and makes the club an experience for international fans. In particular, in the target markets of the USA and Mexico, the club was able to collect many points of interest, achieve above-average KPIs and anchor the brand Bayer 04 Leverkusen with premium content in the minds of its users.