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Sports | Goldene Generation

The agency for football sponsorship consulting and activation.

Strategy & consulting

We develop effective sponsorship and communication strategies for brands and businesses.

Concept & creation

Our activation concepts offer relevant content instead of generic advertising, emotionally meeting target groups at eye level.

Implementation & reporting

What we have started at a tactical level is successfully completed on the playing field.


Sponsorship activation for Wilo

In the Olympic year 2021, the Dortmund-based company Wilo commissioned us with the worldwide activation of its sponsorship. The result was an extremely successful, multi-stage digital campaign.

Win the BVB on points - Community marketing for ARAL

Through high-quality sponsorship at Borussia Dortmund, we have activated a huge football-loving target group all over Germany for a community marketing campaign.

Hankook Brand-building: digital communication strategy based on sponsorship

Development of a comprehensive communications strategy for digital brand-building in the B2C area in the D/A/CH region. Our approach: No other tyre manufacturer boasts as many high-quality partnerships in sport in Europe. In order to transfer the emotion of these assets to the product and brand, we put sponsorship at the heart of our communication activities.

PUMA BVB shirt launch: creative launch concepts

As the leading “football” agency for the PUMA DACH region, since 2012 we have staged the new BVB shirt launch, in line with the brand and campaign.

Activation of naming rights at the Dortmund Stadium — SIGNAL IDUNA PARK

Development and implementation of a long-term, three-phase concept for careful activation of naming rights with the following steps: introduction, establishment and expansion.

Versicherung09 — Fan insurance from SIGNAL IDUNA

Development of a performance marketing strategy for online sales of insurance products in the target group of BVB fans.


We communicatively place the tyre manufacturer in pole position - in the product and sponsorship area as well as online and offline.

As the leading “football” agency for the PUMA DACH region, we have designed and implemented numerous activation measures such as events, launch campaigns and sales campaigns.


As a leading agency, we manage the general communication of naming rights at the Dortmund “SIGNAL IDUNA PARK” stadium for the insurance group SIGNAL IDUNA.


Whether community marketing or target group-specific activation: For Aral we fuel plenty of ideas for successful sales communication!


We activate the Eurowings partnership at Borussia Dortmund with VIP Promotions and appealing competition ideas.

When moving images are born from a single motif: We produce all of the LED animations for club sponsorships, the DFB Cup and DFB national team matches for the Bitburger brewery.

We keep the police trade union happy with an exclusive, members-only national league betting game.

Pumper or player? We ask this question as part of our activation campaign before every BVB home game on behalf of Wilo, the digital pioneers in the pump industry from Dortmund.

Website, Facebook page, membership magazine - We ensure the players’ union for professional footballers receives communicative support from all sides.

For the 2017 Women's World Cup in Germany, we provided the German Handball Association with a complete social media service package: target group analysis, content production and distribution as well as performance campaigns for ticket pre-sales.

We provide the Japanese technology group KYOCERA with sales-supporting campaigns for its retailers, resellers and end consumers, particularly the KYOCERA national league betting game!

As part of a market introduction of the club's home, away and alternative kit, VfB Stuttgart entrusted us with developing its launch campaign.

We also provide full social media and sponsorship activation support for Hankook’s new sister brand Laufenn.

57, 58, 59, 60! In addition to shirt launch events and fan activation measures, we also designed and implemented the official club website for the TSV 1860 München.

Together with the German Football Museum, we implemented communication ideas and concepts in the area of social media and developed a virtual museum tour.


Your contact person:
Ibi Michel

Goldene Generation GmbH
Hafenpromenade 1-2
44263 Dortmund

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