Klassiker showdown draws global audience as DFL engages fans worldwide

Der Klassiker was even visible at the Times Square, New York City.
Der Klassiker was even visible at the Times Square, New York City.
DFL/Deutsche Welle/Alan Kudan

10 December 2021 – Der Klassiker delivered all the excitement, drama and goals that was expected as FC Bayern München came from behind to defeat rivals Borussia Dortmund 3-2 at SIGNAL IDUNA PARK.

On Saturday evening, fans tuned in to watch two of the world’s most iconic teams go head-to-head at the top of the Bundesliga, with the stage set after a week of more than 150 localised activations to highlight the match. From Miami to Shanghai to Buenos Aires, the DFL worked in alignment with its partners, broadcasters and clubs to connect with fans on a local level, hosting fan festivals, watch parties and digital gatherings.

Broadcasters were also active, creating bespoke content in the build up to tell the stories of Der Klassiker. Utilising the International Product Portfolio of the DFL, broadcasters have access to both ready-made long- and short-form content pieces for matches every week, as well as archive and matchday footage to create their own unique narratives.

In addition to its official broadcast partners around the world, the Bundesliga’s network of content partners and influencers also took every opportunity to promote the match, with local influencers amplifying the pre-match buzz. Social media agency 433 dedicated its Instagram story feed to Der Klassiker, bringing fans all the latest information from Dortmund as the match approached.

As part of the DFL’s out of home campaign strategy, Der Klassiker was even visible in iconic locations such as Times Square, New York City, where a giant billboard advertised the game in an unmissable way!

Bundesliga Legends, as well as legends from both Dortmund and Bayern, were all eager to speak about the upcoming match, previewing and predicting the outcome in a number of media interviews. The likes of Philipp Lahm, Lothar Matthäus, Giovane Elber and Karl Heinz-Riedle gave their expert opinion to broadcasters and leading media, including ESPN, NENT, Associated Press and the Times of India.

With its global appeal reaching hundreds of millions of football fans, famous faces also took the opportunity to work with the DFL and show their colours, including One Republic, who built Der Klassiker into the launch of their new single “Sunshine”, posting a video of band members playing football on the balcony of their hotel in La Vegas.

As the world’s fastest growing league for both awareness and engagement, the audience for Bundesliga matches continues to grow. With world class stars, bright young talents from Germany and around the world, and historic clubs at the centre of their communities, the Bundesliga is the league to follow in 2022.