VFB Stuttgart

Digital offensive with Salesforce Sales Cloud

Football clubs mainly depend on their fans, partners and sponsors. Marketing is responsible for that, which also plays a leading role for VfB Stuttgart for using new marketing formats and the introduction of new technologies. This time, the marketing team and the IT-department are dedicated to the objective for the club, which is generally otherwise done by the team; to go offensive with the digitization! Thereby, it was necessary to consult the club on the process and application ideas and to implement the same on the technological basis of Salesforce Sales cloud. Thereby, the systematic mapping of fan and customer data was on the top of the priority.

Customer Benefits

Target group oriented marketing campaigns with the Salesforce marketing cloud


Reduced effort for the fan and customer contact as well as for data maintenance


Transparent customer data through centralization in the Salesforce Sales cloud


  • Uwe Fischer, Division Manager Marketing-Communication,
    VfB Stuttgart 1893 AG

    „With T-Systems Multimedia Solutions, we have a professional partner with us, who understands that it is necessary to implement the industry-specific requirements. We have created a central data master by implementing the solution, which enables us to reach and communicate with our fans, customers and partners personally and individually.“
  • Requirements

    VfB Stuttgart has internal and external objectives, which should be implemented with the help of digitization. The standardization of communication and the targeted communication with fans, customers and sponsoring partners were mainly relevant for the external image of the club. In addition, it was necessary not to lose the link with the digitization and to be able to function as insider of the industry. Internal objectives were focused in the central consolidation of data from different systems. Hence, internal effort for the data maintenance should be reduced for the stakeholders. Furthermore, already implemented Salesforce Marketing cloud should also be utilized in a better way.

  • Solution

    A digital fan and customer database must be created, so that the available Salesforce Marketing cloud could be used with all required functions. This was done first through consulting with subsequent implementation of Salesforce sales cloud as CRM-core of Salesforce platform. The interface consulting and connection of ERP-system Microsoft Navision completed the central representation of fan and sponsoring data. After an extensive technology, user as well as key-user-training about the new Salesforce platform, VfB Stuttgart plays in the digital champions league. Also the depicted, automated marketing journeys of the email and newsletter-dispatch were carefully scrutinized and consulted once again after the implementation of sales cloud and thereby the optimization possibilities were discussed.

  • Benefits and outlook

    With the implemented solution, the football club is not only in state of the art, but also at the digital winner’s podium. Due to the extensive use of Salesforce Marketing cloud with customization of the marketing journeys, the addresses are benefiting now from the communication that is customized according to their interests in optimized way. Also in the industry, VfB Stuttgart can be seen as forerunner and experienced sparring partner for the digital fan and customer communication through digital offensive. The employees of VfB, who besides marketing and IT-tasks literally are on field actively - e.g. for hospitality ticket-sale or the personal relationship maintenance of fans and sponsors- are pleased due to the reduced data maintenance effort and a consolidated view of information from ERP and CRM-system through the improved support. The club plans the extended mapping as well as the automation of existing processes in Salesforce in the future which might take some more time, because the digitization projects cannot be solved (yet), certainly in the foreseeable future, within 90 minutes.

VfB Stuttgart, officially known as Verein für Bewegungsspiele Stuttgart 1893 e.V., is a sports club from Bad Cannstatt, city district of Stuttgart. It is currently the tenth largest sports club in Germany with over 72,000 members and the largest in Baden- Württemberg. The marketing department, which is a part of the divested VfB Stuttgart 1893 AG like the license team, collaborates closely with the IT-department.

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