18.06.2015 / Further information about publication:
Schüco International KG
Michael Kehm
Karolinenstr. 1–15
33609 Bielefeld
Tel.: +49 (0)521 783-7944
E-mail:
Schüco Sports:
Multi-sport strategy as part of brand strategy
Bielefeld. Schüco has taken the next logical step in its long-standing commitment to sport. With “Schüco Sports”, its innovative sports sponsorship strategy, the company is realigning its activities as part of the brand strategy and with a view to its own roots. The experience drawn from three decades of sports sponsorship is thus being transformed into an integral and trailblazing concept. This is based on two central strategic pillars: the Brand Ambassador Programme and Corporate Events & Sponsoring. The theme of sport enables the company to address all its target groups equally under the motif of “Connecting people worldwide”.
The central idea behind the innovative approach is to develop an holistic concept as part of the brand strategy that reaches all of the target groups for the company in equal measure. “With ‘Schüco Sports’, we are taking a completely new path in our long-standing sports sponsorship. A path whereby we create a comprehensive brand experience for all of our target groups; one which we have aligned consistently to the needs of our employees,” explains Michael Kehm, Head of Central Marketing at Schüco. The new concept sees Schüco take the next logical step in its fascination with sport, which has been firmly anchored in the company DNA for more than three decades with values such as innovation, partnership, excellence and responsibility. In this way, the commitment of individuals is projected directly from the inside to the outside.
Integration of Brand Ambassador Programme and Corporate Events & Sponsoring
As part of the brand strategy, Schüco Sports consists of two central elements: the new Brand Ambassador Programme and Corporate Events & Sponsoring. The Brand Ambassador Programme appeals to all employees worldwide. More than 1200 Schüco staff are now involved in the internal Schüco Sports Community in some 50 different sports. That already represents one quarter of the entire workforce. Each brand ambassador receives a starter pack containing high-quality sports equipment. Sports enthusiasts can also share information within the community, getting to see a completely different side of their colleagues through sport. The company concentrates its commitment to sponsorship under “Corporate Events & Sponsoring”. The Schüco brand becomes a visible experience because sport is inspiring, creating connections and partnerships.
Connecting people worldwide
Schüco Sports has been designed so that the main strategic idea of “Connecting people worldwide” reaches all of the target groups in equal measure. The multi-sport strategy featuring a wide variety of sports – from football and cycling to golf and tennis – enables the target groups to enjoy an integral brand experience.
For more information about the sports sponsorship strategy, visit:
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Together with its worldwide network of partners, architects, specifiers and investors, Schüco creates sustainable building envelopes that focus on people and their needs in harmony with nature and technology. Window, door and façade solutions from Schüco meet the highest requirements in terms of design, comfort and security. At the same time, CO2 emissions are reduced through energy efficiency, thereby conserving natural resources. The company and its Metal and PVC-U divisions deliver tailored products for newbuilds and renovations, designed to meet individual user needs in all climate zones. Everyone involved is supported with a comprehensive range of services at every stage of the construction process. With 4800 employees and 12,000 partner companies, Schüco is active in more than 80 countries and achieved a turnover of 1.425 billion euros in 2014. For more information, visit
Picture credits: Schüco International KG
Michael Kehm,
Head of Central Marketing at Schüco International KG.
Picture credits: Schüco International KG
Kick-off event for the Schüco Brand Ambassador Programme (from left): Andreas Engelhardt, CEO and Managing Partner, with Michael Kehm, Head of Central Marketing, and Susanne Steinmann from Schüco.
Picture credits: Schüco International KG
Schüco brand ambassadors wordwide are delighted by the start to Schüco Sports: “Connecting people worldwide”.
Picture credits: Schüco International KG
The Schüco Brand Ambassador Programme is geared towards employees and supports them with a high-quality starter kit.
High-resolution pictures are available to download in the Schüco Newsroom at
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