Digital Review of the Year 2022

An eventful and, in many respects, thought-provoking year is drawing to a close. After two seasons characterised by hardship and social distancing, we were able to enjoy football together again at the beginning of the year with only a few restrictions still in place.

In addition to major themes such as the Africa Matchday in April, which saw our TSG team line up in special "umoja" jerseys, or the double-header against FC Bayern Munich, where our TSG women and men made statements at the Dietmar-Hopp-Stadion and the PreZero-Arena respectively with "Stop War" warm-up tops, we also broke new ground digitally.

The beginning of the new season also marked the start of a new segment called "News from Hoffe" within our e-mail channel. At the same time, the TSG prediction game underwent a relaunch and is now available to fans with a tidy and intuitive interface.

The TSG app has also been continuously developed, with the integration of the ticketing system successfully completed in August. Our fans can now conveniently access their season and day tickets in the app and use them to enter the stadium.

We achieved a lot together this year. Here's a summary of the most important points:


Shop by player

Want to find and select the shirt of your favourite male / female player even more quickly and easily? That is now possible thanks to the newly integrated "Shop by player" feature in the TSG Online Shop.

The "Shop by player" feature exists for both the men's and women's teams and provides a complete overview of the respective team including links to the corresponding player landing pages.

The new feature allows supporters to go straight to the page of their favourite male / female player in just a few clicks and select their shirt of choice.

Women's kits

The women's kits have also been integrated into our Online Shop this year. This ensures that every fan can get hold of his or her individual dream shirt.

In addition, our fans can get a direct overview of the team via the "Shop by player [w]" category and access the landing pages of the players in one click.


TSG made a strong statement on the day of their double-header against FC Bayern Munich (12 March): the Hoffenheim men's and women's teams walked out wearing specially printed tops in the colours of Ukraine. The shirts and sweatshirts were printed with the words "Wir gegen Krieg" on the front and "Stop War" on the back.

Afterwards, the signed tops the players entered the pitch in were auctioned off, with the proceeds going to the victims of the war in Ukraine. A total of 4,390 was collected and donated.

Together in motion: "Africa Matchday" against Bochum

Africa in the spotlight: On the day of their Bundesliga home game against VfL Bochum on Saturday 2 April, TSG Hoffenheim played in a specially designed jersey. The jerseys featured the logo of TSG's own sustainable clothing line "umoja". This logo swap was made possible by TSG's main sponsor SAP, who waived its own logo for the match against Bochum in order to promote "umoja".

In the aftermath of the special matchday, TSG fans had the chance to buy a truly unique item and do a good deed in the process: all of the Africa jerseys and shorts worn by the TSG players were sold online in a large match-worn auction.

50% of the proceeds from the auction went to Viva con agua and 50% to TSG hilft.

Link to the news article »


With our Season ticket campaign, we wanted to promote and strengthen solidarity between the club, players and fans, while placing a clear focus on the people in our region in the process. What sets TSG apart for you? How long have you been involved? These were only some of the questions we asked to put the focus on the TSG fans.

We wanted to bring the fans back to us, let them take part in our campaign and create a connection to TSG for the fans. 


The new TSG Bundesliga Prediction Game

This year, we presented the TSG fans with a new, modern prediction game.

It boasts a number of new features, including a new prediction group system with its own ranking list and a player passport with prediction comparisons to other players.

There are also unique prizes to be won. Each matchday, you have the chance to win a shirt signed by the entire team, two home match tickets or a signed football.

Link to the news article »

Adjustment & Facelift to the TSG Search Function

We have adjusted the internal search function on the TSG Hoffenheim website. For optimised analysis, we have installed tracking to determine analytically which are the top search terms on the TSG page and to then make further adjustments to the quick links or the order.

We have revised the following important points:

  • Revised UX/UI design
  • Quick links for important topics before entering a search term
  • Tidy search results
  • Filter option to subsequently narrow down your search result

Newsletter: News from Hoffe

The start of the new season also marked the start of a new segment within our email channel. By launching "News from Hoffe", we want to give our fans a weekly update on topics related on TSG that do not necessarily have anything to do with the next match or the sporting situation.

By doing it this way, the classic matchday newsletter could be streamlined and focused purely on matchdays. Starting from this season, there were also visual changes here less text, but more pictures. The subscribers have thanked us with higher engagement rates and click numbers.

TSG App Upgrade: Mobile Ticketing & Orders

The integration of the ticketing system into the TSG app was successfully completed in August. Our supporters can now conveniently access their season and day tickets in the app and use them to enter the stadium. It is also possible to forward day tickets to friends within the app. The new, shorter menu bar allows users to navigate through the app in a more user-friendly manner.

In order to considerably reduce waiting times at the catering kiosks at our PreZero Arena in the future, the first mobile order tests were carried out at the home matches on 5 and 12 November. In future, this function will be integrated into the TSG app and offered at all kiosks. Our fans will then be able to buy their food and drink in the app and pick it up directly at the kiosk.

Zamme helfe ma

Social commitment and responsibility are anchored in TSG Hoffenheim's DNA. Through our award-winning "TSG hilft!" (TSG helps!) initative, we provide financial support to clubs and institutions.

Since the match against VfL Wolfsburg (12 November), TSG employees and players have been actively helping social institutions and projects in the region under the motto "ZAMME HELFE MA" (LET'S HELP TOGETHER). Clothes were distributed to the Johannes-Diakonie in Schwarzach, food was handed out to the homeless, blankets were given to the Warm Bus, furniture was set up in the Children's Planet at Heidelberg University Hospital and breakfast was prepared for school kids. The campaign will continue in the New Year.

Improved access

The assistance software Eye-Able® is a new feature on the TSG website. It helps people with visual and/or colour impairments, cognitive impairments and anyone who needs help using online content due to age-related decline.