SunTech is spreading the word via soccer jersey |
Advertising
is big business in the German Bundesliga, and solar companies are getting on
board - and on jerseys and stadium roofs. Chinese firms are leading the way.
Things are
looking bright for the German soccer Bundesliga as the new season gets
underway.
Business is
booming, fans are coming in droves, and marketing efforts inside and outside of
Germany are brining in a lot of money. But the sun is shining on the league
literally as well, as solar energy companies begin to see Germany's top soccer
league as a good advertising platform.
The
reigning league champions, Borussia Dortmund, are getting solar panels
installed on the roof of their stadium. Upon completion in October, the solar
panels will deliver up to 860,000 kilowatt-hours per year - more than enough
for the energy needs of 200 homes.
The
photovoltaic company Q-Cells from Bitterfeld in Saxony-Anhalt is Dortmund's
partner for the solar panels. The company said it consider itself one of the
leading firms in this branch, and are not surprisingly interested in
advertising their name on banners inside the stadium.
Uniform
business
As
high-profile as stadium banners are, it's the front of players' shirts that
remains the most-desired advertising spot on the pitch. That's where another
solar power company placed its name.
This
season, Hoffenheim's jersey will be splashed with the logo of the biggest solar
panel constructor in the world, the Chinese company Suntech.
That's
fitting, considering the background of Suntech and that of German billionaire
Dietmar Hopp, who is one of the team's financial supporters. Thanks to Hopp,
Hoffenheim made the leap from the lower leagues to the Bundesliga in just a few
years.
Yingli Solar is also making inroads in the German market |
Suntech's
history involves a similar quick climb to success. Shi Zhengrong grew up as the
son of a farmer in China, who left the country and got a doctorate in
electrical engineering in Australia. This wasn't lost on those back in his home
town of Wuxi, who made the at that time 37-year-old Shi a $6 million (4.2
million euro) offer to start a solar company there. That was 10 years ago, and
today, Suntech is a worldwide industry leader.
Suntech has
five factories in China and one in the United States, as well as offices in 13
countries. Thanks to financial backing from the US investment bank Goldman
Sachs, the company grew and has been publicly traded on the New York Stock
Exchange since the winter of 2005. Despite the huge growth, the company's
headquarters are still in Wuxi near Shanghai. There Suntech has an impressive,
post-modern glass building - powered by solar energy, of course.
By keeping
their company in China, Suntech is able to offer solar panels at about a third
of the price of German companies, with similar quality. In June, Siemens signed
a contract with Suntech to deliver their products to the German company.
The Chinese
solar boom
About a
fourth of Suntech's products are exported to Europe, and Germany gets the most.
Suntech is one of the few Chinese companies to have a German speaking website.
Their target audience consists of German homeowners.
Those same
German homeowners have other companies on their horizon, though, too. One
example is Yingli Solar, which is Suntech's biggest domestic competitor. The
head of the company also happens to be a fanatic Bayern Munich fan. Yingli
Solar hasn't quite made it to the front of Bayern's shirts, but their banners
have been visible in the stadium since last year.
The global solar power industry is becoming increasingly competitive |
Last
season's second place team, Bayer Leverkusen, is also being warmed by the
Chinese sun. Jinko Solar signed a deal just a few days ago to have its banners
shown in Leverkusen's stadium in an effort to make its name better known
throughout Europe.
But Jinko
Solar was just a little late in getting on Leverkusen's jerseys; a company from
California beat them to the punch. SunPower from San Jose will be Leverkusen's
most prominent sponsors for the next three seasons.
German
companies falling behind
The Chinese
companies are surely beaming over their presence in the Bundesliga, but the
same can't be said for their German competitors. Q-Cells in Dortmund and
Cologne's title sponsor, Solarworld, are two of the industry's leaders and also
premium partners. But beyond that, the soccer marketing efforts of Germany's
solar branch reflects the stagnant situation of the industry in Germany.
There was
once a time when the German solar industry was far ahead of its Chinese
competitors, but the tables have significantly turned. Margins have sunk, price
competitions have left their mark, and some companies are nearly broke. Now,
it's the Chinese companies who are setting the tempo and blanketing Bundesliga
stadiums with their ads.
Author: Henrik Böhme / Astrid Freyeisen (mz)
Editor: Sean Sinico
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