"It would be a huge opportunity": SV Werder Bremen is considering training camp in Oberammergau

She is working hard: Ammergauer Alpen GmbH is currently trying to win SV Werder Bremen as a partner. But nothing is fixed yet.

Oberammergau – Rudi Drewing has measured it. Better safe than sorry. The groundskeeper of TSV Oberammergau checked whether the football pitch really complies with FIFA standards. 105 meters long, 68 meters wide. I am good. The TSV also has a second lawn. Luckily. Otherwise, the facility would not even be an option for SV Werder Bremen. The Bundesliga club is considering completing its training camp under the Kofel in the future. "That would be a huge opportunity," emphasizes Frank Peters, Managing Director of Ammergauer Alpen GmbH. In any case, advertising without end.

The deal is not yet finalized. "We are currently looking for several options," says Werder spokesman Norman Ibenthal. As long as no fixed location has been determined, he does not want to reveal any further information. In the best-case scenario, Peters will find out this month whether the White-Greens will come to the Ammertal. At least that's what he hopes. Maybe there'll be bubbly on June 15, he says. Because on this day, a delegation is expected to inspect the facility and hotels and do the location check.

A lot of work for the tourism team

Since 2011, "Werder" has been travelling to the Zillertal to prepare for the season, and they have a strong partnership. But in the future, they will go their separate ways – by mutual agreement, the tourism expert reveals. The SV is therefore looking for a new location. In Germany, possibly in the Alpine region. In March, the football club knocked on the door of the GmbH boss for the first time – and the ball started rolling.

The tourism association is where all the threads come together. Peters first had an internal conversation with his employees. The team, he says, thinks it's "great." Despite the feat of strength. There are conditions to be met, a lot of preparatory work to be done. Many had to be brought on board – primarily the municipality of Oberammergau, but also the neighbouring towns. Marketing, digital, coordination, coordination with the service providers – all such things are on the agenda. Above all, to put the financing on a stable footing. The partnership costs 250,000 euros, which – if awarded – is to start at the beginning of the new season in August. The GmbH does not raise the sum from its own funds. "We have to clean doors," Peters emphasizes. The task also included offering a selection of hotels for the kickers and the like. One criterion: a swimming pool. "We make proposals, the club decides." Restaurateurs and landlords have also already been informed. The first commitments have been made. What Peters is particularly pleased about is that the feedback has been positive everywhere.

All sponsors of SV Werder Bremen in the village

If everything goes according to his plan and the Ammergau Alps become a premium partner of the club, the region will receive a lot of attention. The club would host there for 14 days in July 2024 – with 60 to 70 people taking part. Coaching staff, squad, medical department, greenkeepers, team managers for example. In addition, up to 1500 fans are to be expected. Not only Oberammergau would benefit from this. In any case, Peters tries to distribute the individual program items. This includes the event for the sponsors of the Bundesliga club, who travel for three days. Or the professional camp of the Werder football school for children. Of course, fan events are not to be missed.

It's a big package that Peters may be putting together. One with an enormous advertising effect. That's why he wants to plan the cooperation for five years in order to include the Passion Play in 2028. "The range behind it is huge," he clarifies. And not only during the training camp, which is accompanied by media such as BILD, Weserkurier, the Werder portal DeichStube and radio stations. After all, the Ammergau Alps and their partners could also gain notoriety beyond the two weeks. And it does so through a digital presence in the Weser Stadium. On the one hand, moving images could be shown on the 52-metre banner on the edge of the pitch, which will be shown on TV. On the other hand, the offer includes presenting the region on the 75 square meter video walls. Three spots of a maximum of 30 seconds per home game. "Stadium advertising and video alone would cost 200,000 euros," Peters estimates.

Visions fit together

The figures speak for themselves in all areas. Many eyes would be on the Ammertal (see info box). For the first time at the squad presentation in front of around 50,000 fans in Bremen. "That's when the professionals are distributed to the partner stands for autographs," explains Peters, himself a Northern Lights.

Many advantages would result from the connection, the GmbH boss is firmly convinced. The partners involved can forge contacts or generate guests. "We can open up a new source region," says Peters. Attracting holidaymakers from northern Germany. At the same time, he recognizes parallels between the vision of the association and that of the association. "Werder" attaches great importance to sustainability, integration, inclusion and youth development. "It's a good fit for us." So far, only in theory.

Reach of Werder Bremen

Examples from the digital world (as of 2023):Instagram: almost 440,000 subscribers
Facebook: around one million likes Twitter: over 530,000 subscribers
TikTok: around 154,000 subscribers

Snapchat: a good 58,000 subscribers
Werder.de:
over 4.5 million page views