German sports journalists GREGOR DERICHS and DIRK GRAALMANN have created a new communications agency, which specializes in sports. Derichs & Graalmann Communications launched on Jan. 12 with the goal to take a piece of the pie that is sports sponsorships. The Cologne-based agency is counting on the vast experience and connections of its co-founders to attract clients and gain a foothold in the industry. D&G Communications co-Founder Derichs talked to SBD Global about the idea behind the agency, attracting clients and how it tries to set itself apart from its competitors.
On establishing a communications agency...
Gregor Derichs: We had the idea of founding the agency back in 2013. [Dirk] and I know each other well because I worked as a freelancer for Funke Media Group, one of the biggest media companies in Europe. Dirk worked there as sports desk chief. We also got to know each other while traveling with the German national football team through the world, sometimes for weeks at a time during big tournaments. So we are not just business partners, we are friends. And we are complementary in our skills. Sports sponsorships are growing, and a lot of money is circulating in it. It’s around €3 billion a year in Germany. We hope there’s the possibility to get some of it.
On what sets D&G Communications apart from its competitors…
Derichs: Our experience, we have worked a combined 50 years in sports journalism. Dirk has worked for 15 years in the industry, and I’ve been on the road for the last 35 years. I’ve covered nine football World Cup since 1982; 11 Olympic Games, summer and winter; and I’ve visited more than 100 countries in all continents to cover sport events, always in very close contact to athletes, organizations, officials, event managers and companies that sponsor such competitions. When I became a freelance editor in 2001, I started working for the German Football League (DFL), which is the organization in charge of the Bundesliga, and also for the German FA (DFB), as well as companies involved in sports sponsorship like Mercedes-Benz or Continental Tires, which has deals with Major League Soccer and the US Soccer Federation. I guess our draw is the quality of content, at least it should be. That includes more than just offering marketing. We are able to spread content to the various types of media -- from the old print business such as newspapers or magazines to social media or broadcasting companies producing videos.
On searching for clients...
Derichs: We specialize on football, but we have knowledge in all sports. We are not just focused on football. However, the most money is in football. We are in close contact with the DFL and two or three Bundesliga clubs. I can’t disclose any names, but we are in promising talks. We are also in promising talks with clubs in other sports other than football. These include one of the best ice hockey clubs and a handball club, both belonging to the top of their leagues. There is also the possibility to manage public relations for a main golf event this year. Tennis is also on our radar. Of course we would announce any deal as soon as possible. We are currently focused on the German-speaking market, which, besides Germany, includes Austria, Switzerland and parts of Luxembourg.
On short-term and long-term goals...
Derichs: Our five-year goal would be becoming a profitable company in the world of communication, in particular in the world of sports. Our short-term goal is to get one, two or three contracts in the next weeks. We hope that we can sign a contract with a Bundesliga club in the first half of February. We are still too small to consider ourselves competitors [to Sporfive, Infront Sport & Media or Jung von Matt/sports]. Maybe we can become partners of them, in particular Jung von Matt. We are not far enough in our evolution to say we are competitors. We are also still assembling the perfect team. We can't do it all ourselves, but we know the right people, who can produce videos and help us with social media and traditional media. We are speaking with a lot of freelancers who have close connections to clubs and athletes, but at the moment we are a small organization.
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