Small side swipe from Hoffenheim
Fortuna Düsseldorf presented a new strategic orientation on Wednesday. Under the motto “Fortuna for everyone” and on the basis of four cornerstones, first-class football should be made possible in the long term. “We want to make it clear what Fortuna Düsseldorf stands for. That’s why we’re doing things differently with ‘Fortuna für alle’ and breaking new ground,” said CEO Alexander Jobst.
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A cornerstone of the concept had already leaked the day before. In the future, fans will be granted free entry to the Merkur Spiel Arena for at least three second division home games in the coming season. The ticket revolution is initially designed as a pilot phase for the next season, so the number of games with free entry could increase in the future.
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“We want everyone to be able to experience football in Düsseldorf and thus anchor Fortuna much more firmly in our city,” said Jobst. The 49-year-old emphasized that the aim was also to show “that football primarily belongs to the fans”. “This is something that has never happened before and can really trigger a revolution in professional football,” added Düsseldorf Mayor Stephan Keller.
Fortuna Düsseldorf relies on four cornerstones in strategic orientation
With four sponsors so far, Fortuna has planned long-term partnerships over five years worth around 45 million euros as part of the new concept. The money will not only be used for the lost ticket income. As a second cornerstone, the entire association should benefit from the sponsorship through a transparent use of funds. In addition to the professional squad, 20 percent should flow into the youth sector and women’s football, the same applies to the digital infrastructure and the arena. Sustainable and social projects should be considered with ten percent.
First of all, a compliment to the club management to have recognized that things could not go on like this. With the existing club structure, without a certain amount of luck, you would have become a mediocre second division team in the long run, maybe a third division team at some point. A half-full stadium, little fan growth in the younger generation, a huge gap between the Bundesliga and the 2nd division, blocked places by uninteresting but financially strong investor clubs are some of the reasons for this. Now you can se…
The third cornerstone envisages the Merkur Spiel Arena as a red and white home in the future. “The stadium is a key issue for us. We see development opportunities here – for the city, for Fortuna and for the fans. Our goal is clear: A red and white home for all fortunes. That’s why we’re now tackling the issue together with the city,” said Jobst.
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As the last cornerstone, the proximity to the fans should be further strengthened by creating more opportunities to get actively involved and help shape the new path. In addition to workshops, the Düsseldorf-based company relies on digital forms of participation to reach more people. “We want to listen and create together. The association belongs to everyone who participates and contributes with passion,” emphasized Jobst.
That is #FortunaForEveryone https://t.co/xbzuUVKNRX#f95 | pic.twitter.com/u8ZceOtIRp
— Fortuna Dusseldorf (@f95) April 26, 2023
“As the Supervisory Board, we have set ourselves the goal together with the Management Board of developing a new, courageous path for Fortuna. ‘Fortuna for everyone’ is exactly this path, as it puts the people and above all the football fans in the foreground, fits perfectly with our city and at the same time gives us the opportunity to grow as a club in sporting and economic terms. That is why we, the Supervisory Board, stand united behind this unique concept. For the club and for Düsseldorf,” summarized the chairman of the supervisory board, Björn Borgerding.
Klaus Allofs, Head of Sport and Communications, added: “’Fortuna for everyone’ is a tailor-made solution for this club. And for Dusseldorf. We want to show the city and all supporters what Fortuna can do if you let them and have a long-term plan. Because we are certain: If we take everyone with us and the whole city stands behind us together with strong partners, a lot is possible. We now have to prove that together.”
TSG Hoffenheim on the Fortuna plan: “Creative and headline-grabbing approach”
TSG 1899 Hoffenheim has already reacted to Fortuna Düsseldorf’s plans to grant free entry to some home games in the future with praise, but also with a small dig. “This is undoubtedly an interesting, creative and not least headline-grabbing approach by the colleagues from Düsseldorf,” said Managing Director Frank Briel of the “Deutsche Presse-Agentur”.
“There are numerous aspects to consider during implementation,” says Briel. “In this respect, we will carefully monitor Fortuna’s test and compare it with our own ideas that we have developed in terms of ticketing.” 1. FC Köln a sold out stadium in Sinsheim – mostly with away fans.
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