Based on the existing corporate design, the concept enables an individual approach per sponsor and sponsoring category. The design and content of the club brand are always guaranteed. Using specially designed tem­plates, the marketing team can make changes and adjustments in Power Point without threatening the overall brand perception in the developed editorial design concept. In this way, the partnership approach in the sense of the Fortuna DNA can be more strongly developed at each sponsor level and also promotes the profile vis-à-vis other football clubs in the region through the brand-oriented communication.

New pictograms expand the design possibili­ties to communicate complex topics in a comprehensible and striking way. The concept is inspired by the architecture of the ARENA and harmonizes with the new visual world of corporate design.