Angsar Hölscher
How DHL uses sport sponsoring to boost its brand equity
“When fast-paced Formula 1 moves from one continent to the next, the world-famous Leipzig Gewandhaus Orchestra tours the world or a super-model parades the latest looks at international fashion hotspots, it’s DHL who takes care of delivery“.
On its international home page, the company claims to deliver “world class logistics for world class partners”. In fact, DHLwhich employs about 475,000 people in 220 countries and generates more than 55 billion in annual revenues, is one of the most active team and event sponsors globally. Arjan Sissing, senior vice president and head of corporate brand marketing at Deutsche Post DHL, spoke to Ansgar Hölscher about how sponsoring fits into the company’s global communication strategy and how it strengthens the positioning of the DHL brand.
AH: DHL is a big advertiser. According to the annual report, you invest substantial amount in communication. Although your customers are predominantly business customers, your sponsoring presence is very visible. Why is that?
AS: Let’s talk about history first. Once a government agency, Deutsche Post DHL is now a global logistics corporation. From day one, there was a clear goal: become a leading global provider of logistics services, offering everything from mail services to innovative supply-chain solutions. Over the years, we have acquired various logistics specialists and consolidated our acquisitions under the DHL brand. To build global awareness, we needed compelling narratives and content. Our sponsoring activities deliver exactly that. And it works. After more than a decade, we are perceived as a leading global logistics supplier. Sponsoring has since become an important pillar in our communication strategy.
And don’t forget that we have other stakeholders that we need to keep in mind as well. In Germany, our home market, we have millions of private household customers. We also use content derived from sponsoring in our communication to strengthen employee commitment, build investor relations and attract talent.
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