Der Hamburger Weg
This project's parent organization is Hamburger SV
It operates in Germany
It uses Football (Soccer)
Entered the Sport Team of the Year
More about Der Hamburger Weg
The long-term alliance of classic sports sponsoring and corporate social responsibility is a complete novelty in the German sport marketing landscape. Presently the Hamburger Weg is well-established as an innovative, cutting-edge sport sponsoring initiative.
It is well-known among the citizens of Hamburg who support it whenever possible. In comparison to other sponsoring initiatives, the Hamburger Weg acts not only as a tool for companies to present themselves through sport sponsoring activities, but it combines those activities with the awareness of a corporate social responsibility commitment. Parts of the clubs sponsoring revenue are made available to charitable instututions. Both HSV players and the partner companies adopt one institution.
Together institutions from various areas, such as sports, education, families or environmental protection, are supported both ideally an materially. Especially by making use of the popularity of the players and the support of local social institutions more fellow citizens are mobilised to get involved as well. This becomes apparent especially with campaigns like the „Hamburger Weg Weihnachtstag“ (Hamburg Way Christmas Day) which in 2009 saw more than 700 Hamburg citizens donate christmas gifts or helping out for social institutions or people in need.