VfL Football World

The project:

There are lots of fan clubs dotted around the country, but the VfL Wolfsburg football club was the first club in the premier division of the Bundesliga to create an innovative and medial world of experiences which is very much different from anything seen to date.

The task:

Wissenswelten Management GmbH was commissioned to manage the pre-opening phase, provide extensive support in setting up the operation and prepare the team for the everyday routine. The main tasks included implementing the process and service chains. Key positions in the organisational chart were taught by means of workshops and short periods spent working in our own managed Chocoversum. The marketing consultancy consisted of defining the target groups and style groups as well as planning concrete initiatives. Planning the countdown and a trial run completed the pre-opening phase. The VfL Football World is particularly popular among families and VfL fans. New areas of activities and target groups were opened up with the extension of accompanying educational programmes on the topics of nutrition and exercise as well as corporate programmes focussing on team-building activities.