Enjoyment, Sustainability and Fan Engagement
With an innovative catering concept, FC Augsburg and Stadionliebe GmbH are setting new standards for culinary enjoyment, ecological responsibility and emotional fan engagement at the WWK ARENA. The partnership, launched in early 2024, combines sustainability with experiential quality and impressively demonstrates how modern stadium gastronomy can work today. SPORTFIVE is supporting the cooperation
In this Success Story:
The Challenge
FC Augsburg faced the challenge of fundamentally modernizing the stadium catering at WWK ARENA. Traditional fast food no longer met the expectations of fans, who increasingly value quality, variety and sustainability. At the same time, the club’s brand needed to be emotionally enhanced and new experiential spaces created to make the stadium visit more attractive. The requirements were complex: a wide range of food options for different dietary needs, reduction of food waste, energy-efficient preparation processes and a modern, fan-centric brand presence – all to be united in a coherent overall concept.
The Background
WWK ARENA is not only the home ground of FC Augsburg, but also a place of connection, emotion and identity. In recent years, the understanding of what a stadium experience should be has changed significantly. Fans today expect more than just football – they want an environment that combines enjoyment, sustainability and community. FC Augsburg recognized early on that the existing catering no longer met these expectations. The search for a partner who could combine culinary quality with ecological responsibility and emotional fan activation led to Stadionliebe GmbH – a company passionately dedicated to the concept of gourmet stadium experiences.
Stadionliebe® is a young, fast-growing company based in Munich, specializing in the development and implementation of innovative gastronomy concepts for sports venues. With a clear focus on quality, sustainability and experience, Stadionliebe® offers tailored solutions for clubs, event organizers and fans. The company sees itself not just as a caterer, but as a creator of experiences – with the ambition to enhance the stadium visit both culinarily and emotionally. Stadionliebe® relies on modern technology, resource-efficient processes and a deep understanding of its target audiences. The brand stands for a new level of stadium gastronomy: high-quality, responsible and close to the fan.
“By partnering with Stadionliebe®, we are expanding our culinary offering at WWK ARENA and providing our fans with a unique stadium experience. The various currywurst options fit perfectly with our new catering concept and make the stadium visit even more attractive,” explains Michael Ströll, Managing Director of FC Augsburg.
By partnering with Stadionliebe®, we are expanding our culinary offering at WWK ARENA and providing our fans with a unique stadium experience.
Michael Ströll, Managing Director of FC Augsburg
The Role of SPORTFIVE
SPORTFIVE played a central role from the very beginning in developing and implementing the partnership. As a strategic mediator between FC Augsburg and Stadionliebe®, the team led by Bianca Baar ensured that the vision of sustainable and experience-driven stadium catering became reality. SPORTFIVE supported the design of activation measures, coordinated operational implementation and developed high-reach formats to emotionally anchor the Stadionliebe® brand in the stadium environment. Whether it was the food truck, WLAN presenting or video wall spots – SPORTFIVE ensured that every measure contributed to strengthening fan engagement and enhancing the stadium experience.
“We are excited to make the Stadionliebe® brand and its exclusive, sustainable currywurst range even more well-known at major sporting events. With promotional activities, WLAN presentings including prize draws and eye-catching video wall spots, we’re creating an experience that excites fans,” says Bianca Baar, Senior Director SPORTFIVE.
The Execution
The partnership between FC Augsburg and Stadionliebe® was implemented with a clear focus on quality and sustainability. The culinary offering includes classic, halal, vegan and premium currywurst variants, prepared using energy-efficient technology and resource-saving processes. Frozen delivery and demand-based preparation significantly reduce food waste and energy consumption. At the same time, the Stadionliebe® brand was brought to life through targeted measures: the “Heiße Kiste” food truck attracted attention and created moments of enjoyment during the home match against Eintracht Frankfurt, the WLAN presenting with interactive prize draws strengthened digital fan engagement, and the video wall spots made the brand visually present in the stadium.
The partnership between Stadionliebe® and FC Augsburg is a flagship project that not only highlights our passion for football, but also our shared commitment to the region and the fans
Tobias Stockmann, COO of Stadionliebe®
The Result
The partnership led to a noticeable enhancement of the stadium experience at WWK ARENA. Fans now enjoy a culinary offering that is not only diverse and high-quality, but also sends a strong message of sustainability. The various currywurst options appeal to a wide range of audiences and turn the stadium visit into a true moment of enjoyment. At the same time, Stadionliebe® has been successfully established as an integral part of match day – emotional, present and close to the fans. The activation measures are having an impact: the brand is not only visible, but actively experienced and associated with positive emotions.
“The partnership between Stadionliebe® and FC Augsburg is a flagship project that not only highlights our passion for football, but also our shared commitment to the region and the fans. Together, we are creating an emotional gourmet stadium experience that inspires far beyond match day,” says Tobias Stockmann, COO of Stadionliebe®.
Sponsorship is the financial support for a sporting event, organisation or athlete by an outside body, for the mutual benefit of both parties. At the professional level this tends to be by companies, to raise the profile of their brand by associating it with the athlete.
The company aims to generate brand awareness and customer recognition, whilst the event, organisation or athlete receives a boost in funding.
A popular example is a brand logo printed on a team shirt. Visibility is guaranteed, even more so in the modern world with social media and online highlights.
In the land of media and marketing rights today, there is no cookie-cut solution for brands, and a simple logo placement will not provide the sufficient return on investment (ROI) for sponsorship, nor does it give their target audience the “why?” - the reason to spend their money and engage with the product.
Companies investing in sports sponsorship need to look at the bigger picture to engage with fans and not rely on just one piece of inventory.
A comprehensive marketing agreement in sports means that a sports organisation or rightsholder partners with an external party, such as an agency, to create, deliver and evaluate their marketing strategy.
The details of this agreement varies depending on the rightsholder and the external party, but typically includes the external party utilising their expertise and experience within a particular field, such as sales or marketing, to help benefit the rightsholder.
This agreement typically also sees employees from the external party work as part of the rightsholder’s organisation, often within the same office and teams.
Sports consultancy or advisory refers to the professional services provided by experts and firms in the sports industry to assist individuals, teams, organisations, and businesses in making informed decisions, optimising performance, and achieving strategic objectives. These consultants offer a range of services encompassing various aspects of the sports ecosystem.
In the realm of athlete representation, sports consultants provide guidance on contract negotiations, endorsements, and career planning. They may also offer financial advice and help athletes navigate the complexities of sponsorship deals. For sports teams and organisations, consultancy services may include strategic planning, talent acquisition, marketing strategies, and operational efficiency improvements.
Additionally, sports advisory extends to areas such as facility management, event planning, and sports business development. Consultants leverage their industry knowledge, market insights, and networks to guide clients in maximising their potential within the dynamic and competitive sports landscape.
The role of sports consultancy has evolved in response to the growing complexity of the sports business, incorporating elements of legal, financial, strategic, and marketing expertise. As the sports industry continues to expand globally, the demand for specialised advisory services becomes increasingly vital for stakeholders seeking sustainable success in this dynamic field.
SPORTFIVE is a global sports marketing agency that specialises in sports rights, marketing, and entertainment. We work with sports organisations, clubs, and brands to create and optimise commercial opportunities in the sports industry. SPORTFIVE is involved in various aspects of sports business, including the sale of broadcasting rights, sponsorship and partnership management, stadium naming rights, and other marketing initiatives.
SPORTFIVE creates innovative, engaging solutions that are worthy of the incredible sports, athletes and partners we work with, and the passionate fans who follow them. Campaigns are built collaboratively, based on trust and transparency, and enabled by a deep understanding of the industry, the agency’s global reach, digital intelligence and creative courage.
The result is gamechanging sports partnerships that redefine standards in the sports and entertainment space.
SPORTFIVE believes in the power of five - bringing brands, rights holders, media platforms, fans and ‘us’ together through sport.
SPORTFIVE is a global sports marketing agency that specialises in various aspects of the sports and entertainment industry. The agency works with sports organisations, teams, and brands to optimise commercial opportunities.
One of SPORTFIVE's key areas of focus is the sale and management of sports media rights, including broadcasting and digital distribution deals. They negotiate and facilitate partnerships, sponsorships, and naming rights for sports entities, helping them enhance their brand value and revenue streams.
Additionally, SPORTFIVE provides expertise in marketing strategies, assisting clients in building strong connections with their target audiences. Their comprehensive approach spans across the sports business landscape, from media rights to sponsorship management, contributing to the overall growth and success of their clients in the dynamic world of sports marketing.
The cost of advertising at football stadiums can vary widely based on several factors, including the size and popularity of the stadium, the specific location of the advertising space, the duration of the advertising campaign, and the level of exposure it offers. Here are some general considerations:
Location: Prime locations such as near the pitch, close to the TV-visible areas, or at high-traffic sections generally command higher prices.
Type of Advertising: Whether it's static signage, LED boards, or digital displays can influence costs. Digital and dynamic advertising spaces tend to be more expensive.
Team Popularity: The popularity and success of the soccer team can impact costs. Advertising in a stadium where a popular team plays may be more expensive.
Event Type: Costs may vary depending on whether it's a regular league match, a cup final, or an international game.
You can find out more about perimeter advertising in the Premier League here.
If you are interested in a career at SPORTFIVE and help brands to grow through sport sponsorship and marketing, simply check out the careers page. The SPORTFIVE team will be happy to discuss opportunities that match your experience and vision.
SPORTFIVE implements a creative and results-oriented approach to sponsorship activation, focusing on delivering meaningful experiences that connect brands with their audience. By leveraging digital platforms, live events, and fan engagement tactics, the agency ensures that sponsorships go beyond visibility to deliver true value and engagement.
