Anniversary No. 1 already demonstrated the unique nature of the club and the SV Werder Bremen brand: To mark its 120th birthday, the “loudest club in the league” produced the anniversary sampler “LAUTER”. We staged the combination of launch party and anniversary event in spectacular style with around 3,000 fans at our Alte Werft event location. In addition to established musicians and friends of the club, such as Jan Delay, Flo Mega and Johannes Strate, there was an open call for other artists for the sampler. The emotional live show with 15 musical acts and performances by Werder players delivered unforgettable wow moments for the green and white supporters.
As part of the 125th anniversary campaign, we developed live experiences that brought the brand’s essence and history to life in a particularly striking way. They showed that Werder is more than just an ordinary soccer and sports club. A Bremen institution that stands for attitude and solidarity, social responsibility and long-term sustainable commitment.
To serve as a gathering place representing the full breadth of the club, we created a tailor-made pop-up venue – the Grüne Bude. A house on the water at the stadium as a modern version of the historic clubhouse. A place for Werder history, fan store, club home and public events relating to sport, culture, inclusion, diversity and sustainability – all under one roof. It served as a brand-aligned stage for Werder’s athletic, social, and cultural themes and collaborations. And with sustainability in mind, the Grüne Bude remains in long-term use – football fans and other Bremen locals can now rent it for private or corporate events
The official 125th anniversary celebration also succeeded in the Werder spirit: fan moments and closeness instead of champagne or chi-chi. The JOKE venue Alte Werft was once again transformed into a green-and-white event space featuring a spectacular laser tunnel welcome, sports stars from various eras on the green carpet, a jersey gallery, and XL projections of Werder’s greatest football moments. After opening remarks by the club president and mayor, the evening continued with interviews featuring club legends – and partying until 4 a.m.
Unique anniversary experiences and compelling event content strengthened the bond with fans, the public, media, influencers, and partners – including one essential partnership: thanks to the successful collaboration at the Grüne Bude, MATTHÄI renewed its main sponsorship early and for the long term.
Photos: SV Werder Bremen, Michel Iffländer/GfG, Oliver Soller
