Close to practice: Spökos on a field trip

"Spöko. Passion meets Performance"- How can we bring this claim to life? In order to answer this question, a group of committed students from the Bayreuth sports economics programme went on an instructive excursion to Hamburg in mid-July. Among the participants: two of the four board members of the alumni association Sportökonomie Bayreuth, as well as representatives of SPC and the sports economics student council and three other students of the sports economics programme.

In a one-day workshop at the creative agency Jung von Matt SPORTS, they first gained valuable insights and advice on what to consider when developing and communicating a claim. In interactive group discussions, the workshop participants dealt with the meaning and the core of the brand "Spöko". The aim was to develop a holistic communication strategy for the new claim "Spöko. Passion meets Performance". The workshop was led by Sebastian Ebenhack, former sports economist, and Lukas Hartmann, Executive Strategy Director at Jung von Matt.

At the end of the workshop, the participants had the opportunity to talk to the speakers and learn more about working in an agency over dinner on the roof terrace of the agency. This excursion not only provided valuable insights into the development of a claim and its communication strategy, but also strengthened connections within the degree programme and the alumni network. Special thanks go to the organisers and speakers of the workshop, as well as Robert Zitzmann, Managing Director and Partner of Jung von Matt/SPORTS GmbH and member of the economic advisory board of Sportökonomie Bayreuth e.V..