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BarmeniaGothaer: New brand impresses with Bayer 04 jerseys!
Find out more about the merger of Barmenia and Gothaer, their new insurance and the marketing sponsorship of Bayer 04 Leverkusen.
BarmeniaGothaer: New brand impresses with Bayer 04 jerseys!
BarmeniaGothaer Versicherung celebrated its official founding in October of this year and took a decisive step in its brand communication with the first comprehensive brand campaign four weeks ago. Frank Lamsfuß, Board Member for Marketing, Sales and IT, emphasizes that the brand is not just a campaign or logo, but creates a far-reaching identity for the company. Lamsfuß is convinced that the merger of Barmenia and Gothaer, which took place just over six months ago, represents a strong basis for future success.
A central element of the marketing strategy is the sponsorship of Bayer 04 Leverkusen. Starting next season, the BarmeniaGothaer brand will appear on the Bundesliga club's jerseys. Lamsfuß emphasizes that this visual presence is extremely beneficial for the awareness and image of the new brand. “This euphoria is extremely helpful to us; it is good for our brand,” he said in a recent conversation that took place at the DKM intermediary trade fair.
Long-term focus on branding
The decision to sponsor Bayer 04 is not a coincidence. Barmenia has been the club's official main and jersey sponsor since 2016 and therefore has a long-standing partnership that will continue to be expanded. For Lamsfuß, this relationship is not only a way to present the brand, but also a means of measuring marketing goals in the football segment.
In the interview, which was also attended by Fernando Carro, CEO of Bayer 04 Leverkusen, and Alexander Ströhl, editor-in-chief of AssCompact, it became clear that marketing will be crucial for the positioning of BarmeniaGothaer in the next few months.
The combination of sponsorship, targeted brand communication and positive perception in the football environment could prove to be the key to success for the new insurance company.
BarmeniaGothaer continues the tradition of its predecessors, but puts a new emphasis on its identity and the values it wants to represent on the market. With the visibility on the Bayer 04 jerseys, it becomes clear that the brand is ready to gain a foothold in the sporting sector.
horizon reports that Frank Lamsfuß sees the merger as a new beginning for BarmeniaGothaer, while Insurance industry today the company's marketing strategies in the context of sports sponsorship are highlighted.