Saab becomes a premium partner of the 1st FC Nürnberg: A new way in sport!

Saab becomes a premium partner of the 1st FC Nürnberg: A new way in sport!

Nürnberg, Deutschland - On July 1, 2023, the 1st FC Nürnberg won a new premium partner: Saab Germany, a leading company in the field of defense and security with headquarters in Sweden. In addition to prestigious hospitality rights, the partnership also brings gang advertising and the presentation of corner balls in the Max Morlock Stadium. But these are not bargains-this is a strategic step, as is explained in detail.

The Nuremberg managers present the cooperation as a valuable connection of common values ​​such as responsibility, reliability and commitment to an open society. Dirk Schlünz, Managing Director of 1. FC Nürnberg Marketing GmbH, emphasizes that news was rather reserved as the main sponsor after the Nuremberg Insurance has been deployed. Skeptics could ask whether an armaments company is really suitable as a partner for a sports club, but Schlünz emphasizes the intention to put the partnership on a broad basis of joint beliefs. "We see a partner in Saab who shares our values ​​and is rooted locally," said Schlünz.

regional binding and responsibility

The decision to work with Saab, the largest location of the company in Germany, also shows the regional connection of the club. Anders Sjöberg, CEO of Saab Germany, speaks of a valuable connection and emphasizes the importance of common values. The FCN is forced to find creative solutions at a time when sponsorship in professional sports is becoming increasingly important to overcome financial bottlenecks. Yes, as the Nuremberg News ask: Why does the club cooperate with an armaments company when times are so insecure? The answer could be the strategic urgency to form a strong alliance now.

But society is not always gracious in dealing with such partnerships. The nordbayern.de stated that the club had difficulty finding the new main sponsor after the previous partners had decreased. Therefore, this cooperation is not only a sign of common responsibility, but also a pragmatic step in uncertain times.

The importance of sports sponsoring

In modern professional sports, sponsorship plays a crucial role. According to [sportmember.de] (https://www.sportmember.de/de/artikel/sponsoring-von-sportverein- success-gathering-partnerships-im-uberblick), partnerships between brands and sports clubs are not only important for advertising measures, but also for the sustainable development of the clubs. Successful sponsorship is based on parity values ​​between the partner and the club. With its ethical principles, Saab fits into the philosophy of the Fcn.

What is the following for the 1st FC Nürnberg? Exclusive stadium tours and career talks are already on the program. It remains to be seen how this partnership will affect the team and fans. Digitization and social responsibility are increasingly playing a role, and it will be exciting to observe which innovative formats will arise in the future.

The upcoming games in the Max Morlock Stadium will surely be shaped by the new partnership. It is to be hoped that the fans can gather behind their team despite all the controversy. Football lives from community and cohesion - even if some partnerships may take some getting used to.