“Eintracht is one of the main drivers” | OneFootball

CEO Axel Hellmann gives us his impressions of the training camp thus far, the work being done in conjunction with LouCity and the globalisation of the Bundesliga.

At a press conference as part of the ADIDAS U.S. TOUR, CEO Axel Hellmann spoke about…

… the training camp: “What really struck me is how closely knit the squad is and how well they get on together. The staff also made a really good impression. All of this shines through in terms of the good behaviour that they show, the team spirit and the levels of commitment. They’re training hard, with nine sessions plus two friendlies on the agenda while they’re in Louisville – that’s pretty tough. Overall, I’m very happy.”

… Louisville: “The facilities are absolutely top-notch. Louisville is on the FIFA Priority List to host a national team at next year’s FIFA World Cup. Everyone’s made and is continuing to make real efforts to ensure that everything runs perfectly and that any wishes and requirements we have are fulfilled. And they’re very grateful that we’re here.”

… exchanges with US club officials: “Louisville City’s management have seen what we’ve brought over here – both in terms of the quality of the players and the processes we have on and off the pitch. All of it is a step up from the USL (second tier) that they play in. What also fascinates them is the fact that we have brought young players through to the highest international levels, and that they ultimately move to other clubs as part of this development. The transfer market in the USL is not as advanced as in Europe. In a sporting climate like they have in the USA, where the priority is very much on the financial side, that’s something that is really interesting. The US sporting market is big and highly developed with a real focus on entertainment, and what happens over here will end up coming over to us in Europe sooner or later – be it the technology or the sales and marketing models. In terms of attendances and the inherent challenges therein, we’re a step ahead of clubs like Louisville. We get around 60,000 fans at our home matches, whereas here they only get around a fifth of that. That’s a huge difference, and there are processes behind it that you can learn from, and that LouCity is ready to invest in. What we can see is that the burgeoning football market here is unique.”

… developing young sportswomen and men: “In the US education structure, sport is anchored in a system at very early stages via high schools and universities or colleges. That system is dysfunctional in Germany, as young athletes have long school days and then have to change environments to go and train four times a week at five or six in the evening. We can learn a lot about guiding and developing athletes in the early years of their physical performance. In Louisville and the surrounding region, there is a genuine connection to football and a correspondingly deep talent pool available. One of the things that we are looking at with a view to strengthening our ties to the USA and in particular to Louisville is how we can bring highly talented players over to Europe.”

… the differences and progress compared with last year: “The progress is clear for all to see. During the Aston Villa match, I spotted so many Eintracht jerseys, which was a bit of a surprise. On Monday evening, the team held a meet-and-greet with fans which was attended by twice as many people as the previous year. Some of them were originally from Frankfurt or Hesse and who had moved to the USA, and who travelled seven, eight or nine hours to be there. Some of the locals were telling me that while Louisville City is obviously their main team, the German club that they’d established an emotional bond with was Eintracht. That was reflected in the attendances at our matches, with over 11,000 at the Aston Villa game and another 10,000 expected on Tuesday night [for the Eagles’ 5-2 victory over LouCity FC]. Eintracht brings the crowds. We want to create ties little by little, and sooner or later we’ll reap the rewards.”

… Eintracht in the USA: “It is crucial to underline that the US market is not sitting there waiting for Eintracht Frankfurt – or even Bayern or Borussia Dortmund – to come along. The sports market here is so dynamic that there is no way that you can look to conquer it. The Bundesliga as a whole is already struggling to gain a presence in the USA. What we are looking at is trying to get long-term benefits from working together – I already mentioned the idea of the talent pool – and to strengthen the ties and cooperations that exist. As such, the days in Frankfurt’s sister city of Philadelphia are very important. Lord Mayor Mike Josef was very keen for us to go there to mark the tenth anniversary of becoming sister cities. We’ll be holding a lot more gatherings there and meeting with representatives from the worlds of business and politics. Another delegation from Germany, including my fellow board member Philipp Reschke and two members of the executive board, plus representatives from the City of Frankfurt and the business development committee, will also be coming over, and this financial apparatus will serve to increase the marketing possibilities.”

… the Bundesliga in the USA: “Borussia Dortmund and Bayern were recently in the USA as part of the FIFA Club World Cup and left their mark off the pitch as well, by means of various events. The long and the short of it is that the Bundesliga needs to get out more! We need to work on creating value for the Bundesliga abroad, and if we don’t, the proceeds will be divided up even more in favour of those who do. The Premier League, as I see it, is too far ahead of us to be caught, but there’s no reason we can’t close the gap on the Spanish Liga. We need full stadiums, a fantastic atmosphere and great images, since the partners also need to see how good the Bundesliga is. We need to develop a stronger presence and ramp things up – we need to travel abroad more often. After the big four [Bayern, Dortmund, Leverkusen and Leipzig], who can do that much more thanks to the budgets at their disposal, Eintracht has a solid footing in terms of international perception. The German Football League (DFL) is telling us that we’re one of the main drivers in terms of globalisation, and we’re working very closely with the DFL and other partners on this tour.”