Short Profile
Strategic conception and development of multi-layered fan, sponsor and hospitality experience formats across TSG Hoffenheim environments, combining sponsorship strategy, experience design, innovation positioning and CRM-driven engagement.
Strategic Role
Lead Strategist & Experience Architect | Sponsorship Integration, Fan Experience and Hospitality Innovation
Period
Ongoing
Responsibility
Strategic development of holistic activation and experience concepts for TSG Hoffenheim across multiple stakeholder groups (fans, sponsors, hospitality guests)
Lead conception of sponsor integration frameworks linking brand objectives with experiential touchpoints
Design of experience formats for hospitality areas, VIP & business lounges, and Mixed Zone environments
Development of strategic concepts translating innovation and technology narratives into tangible fan and guest experiences
Creation of scalable sponsorship activation logics with measurable value contribution
Orchestration of interdisciplinary teams across experience, content, technology and data
Definition of engagement logics including UGC mechanics, participation flows and CRM integration models
Advisory on sponsor positioning within club environments to ensure emotional relevance and brand fit
Value Contribution
Strengthening of TSG Hoffenheim’s experiential profile through strategically designed fan and hospitality touchpoints
Creation of structured sponsor integration models connecting brand storytelling with real guest experiences
Development of scalable activation concepts adaptable for different sponsors and environments
Alignment of fan emotion, hospitality quality and sponsor business objectives
Transformation of club environments into measurable engagement platforms
Clear positioning of technology and innovation partners through experiential formats
Project Description
These multi- projects encompasses the strategic conception and development of multiple experience and activation concepts for TSG Hoffenheim, spanning sponsor activation, fan engagement, hospitality environments and branded touchpoints within the stadium ecosystem.
This includes experience design for VIP and business lounges, hospitality guest journeys, Mixed Zone concepts and sponsor-driven interaction formats. The focus lies on translating sponsorship objectives and innovation narratives into emotionally engaging and strategically structured experiences.
By combining experiential design, sponsorship strategy and engagement mechanics such as UGC and CRM-based interaction models, the initiatives transform club environments into integrated platforms for brand storytelling, fan connection and measurable value creation.
Client Reference
For detailed client references, testimonials, and further information on the project and my role, please feel free to contact me.
TSG Hoffenheim | Strategic Experience & Sponsorship Ecosystem
Responsibility
Strategic development of holistic activation and experience concepts for TSG Hoffenheim across multiple stakeholder groups (fans, sponsors, hospitality guests)
Lead conception of sponsor integration frameworks linking brand objectives with experiential touchpoints
Design of experience formats for hospitality areas, VIP & business lounges, and Mixed Zone environments
Development of strategic concepts translating innovation and technology narratives into tangible fan and guest experiences
Creation of scalable sponsorship activation logics with measurable value contribution
Orchestration of interdisciplinary teams across experience, content, technology and data
Definition of engagement logics including UGC mechanics, participation flows and CRM integration models
Advisory on sponsor positioning within club environments to ensure emotional relevance and brand fit
Value Contribution
Strengthening of TSG Hoffenheim’s experiential profile through strategically designed fan and hospitality touchpoints
Creation of structured sponsor integration models connecting brand storytelling with real guest experiences
Development of scalable activation concepts adaptable for different sponsors and environments
Alignment of fan emotion, hospitality quality and sponsor business objectives
Transformation of club environments into measurable engagement platforms
Clear positioning of technology and innovation partners through experiential formats
Project Description
These multi- projects encompasses the strategic conception and development of multiple experience and activation concepts for TSG Hoffenheim, spanning sponsor activation, fan engagement, hospitality environments and branded touchpoints within the stadium ecosystem.
This includes experience design for VIP and business lounges, hospitality guest journeys, Mixed Zone concepts and sponsor-driven interaction formats. The focus lies on translating sponsorship objectives and innovation narratives into emotionally engaging and strategically structured experiences.
By combining experiential design, sponsorship strategy and engagement mechanics such as UGC and CRM-based interaction models, the initiatives transform club environments into integrated platforms for brand storytelling, fan connection and measurable value creation.
Client Reference
For detailed client references, testimonials, and further information on the project and my role, please feel free to contact me.