Dirk Elbrächter strengthens TSG media department

In order to convey the diverse content around the current developments of the Bundesliga club even more compactly, quickly and variably, the club’s digital channels were combined into one single unit some time ago. The TSG newsroom not only prepares the information for publication across all platforms, but also develops further forms and concepts beyond the tried and tested structures. 

"Not many industries change as quickly and profoundly as the communications industry. New channels and focal points come into view almost every week. It is important to carefully examine which trends are worth following and which can be neglected," said Christian Frommert. "In addition, we have to develop new communication concepts. The tasks here go far beyond sports and classic media work," explained Frommert. These topics include brand communication, internationalisation, digitalisation or the social role of a professional football club. In recent years, it has also become increasingly attractive for sponsors to activate their commitments through media content.

Club media is becoming increasingly important. Channels such as Instagram, Facebook, TikTok, Twitter, Twitch or the club's own TV and radio offerings reach millions of people around the globe. "In the first half of the year, TSG's access rates increased more strongly in percentage terms than those of almost any other Bundesliga club," said Holger Kliem, who, as Head of Media and Public Relations, and his team have been among the top five in the league in this segment in recent months. Some of the short videos on the TikTok platform alone are watched by more than five million users worldwide.

"However, it is not only about expanding our own channels and gaining new followers; content must be tailored and coordinated even more specifically to the target group. Our club channels already provide a unique look behind the scenes and are closer than any other medium," said Kliem.

Dirk Elbrächter is a broad-based journalist who has worked in various positions for WDR and Sky, among others, for almost three decades. Most recently he worked as Chief team leader at Hessischer Rundfunk. "From his enormous experience we expect a targeted further development of our entire media offerings," said Kliem.