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SBD Global/March 5, 2014/Marketing and Sponsorship

German Football Federation, Mercedes Launch 2014 World Cup Campaign

The German Football Federation (DFB) and Mercedes-Benz "have launched their combined World Cup campaign," according to SPORTBILD. The campaign's elaborate TV commercial "will make its debut ahead of the Word Cup in Brazil." In addition, Mercedes' high frequented social media channels on Facebook, YouTube, Tumblr, Instagram, Twitter and Google+ "will appear in a new design featuring the campaign." The social media channels "will increase their campaign content the closer the World Cup gets." Ahead of the int'l friendly against Chile on Wednesday, the national team's warm-up shirts "will for the first time feature a campaign slogan." The shirt's left sleeve will feature the slogan "Breit wie nie" ("Broad like never"). The new "Breit wie nie" campaign "is the most recent highlight of a long and successful partnership." Mercedes "has been a partner of the DFB for 40 years." In '90, the car brand became a general sponsor (SPORTBILD, 3/3).
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