DFL wins two German Brand Awards

9 June 2022 – DFL Deutsche Fußball Liga is among the winners of the renowned German Brand Award. At the awards ceremony in Berlin on Thursday, the DFL was honoured twice: for the redesign of the Bundesliga and Bundesliga 2 brand at the start of the 2021-22 season, and for a film in which German professional football expressed its special thanks to all fans at the end of the 2020-21 season, which was greatly affected by the Coronavirus pandemic.

Both entries were awarded “Gold” – the highest honour in each category. The German Design Council and the German Brand Institute present the German Brand Award in recognition of successful brands, rigorous brand management and sustainable brand communication.

The two “Gold” awards:

• At the start of the 2021-22 season, the brand presence of the Bundesliga and Bundesliga 2, as well as of the DFL, was overhauled. Since then, the on-air design in particular – from static elements to the line-up graphics and animations – and the digital presence of the leagues have been given a new look. The overall concept has now been recognised with a German Brand Award in the “Excellence in Brand Strategy and Creation – Brand Design – Product Brand” category. The overhaul was supported by Mutabor, NXTID and Reality Check Systems, among others.

• At the end of the 2020-21 season, German professional football thanked all fans for their patience, strength and loyalty after a season in which, as a result of the Coronavirus pandemic, most matches were played in empty stadiums. The 60-second film, which was jointly created by the DFL department Marketing & Communication and the agency The Brand Orchestra, features the poem Lösch mir die Augen aus by Rainer Maria Rilke and music from Wolfgang Amadeus Mozart’s requiem Lacrimosa. The film won the German Brand Award in the “Excellent Brands – Sports Association & Sporting Clubs” category.