Dirk Schluenz lowres
Hamburg, Germany - April 30, 2014_ Millerntor-Stadion the arena where the St. Pauli football team play its home match

Hamburg, 1st of November


Dirk Schluenz joins German Bundesliga club FC St. Pauli as new Head of commercial division.

Hamburg, 1st of November

Dirk Schluenz joins German Bundesliga club FC St. Pauli as new ‚Head of Commercial Devision‘.

After 11 years working on professionalizing the commercial sector of Israeli football and having set benchmarking achievements and establishing European standards, Dirk Schluenz has accepted a move to join the management of one of the most popular and well-known football clubs in Germany and will sign responsibly for all commercial activities.

Among Dirk’s work as the Managing Director of Sportfive Limited Israel, a subsidiary of European sports-marketing giant Lagardere Sports, had been the marketing of the entire media rights of the Ligat Ha’al and the Israel National Football Team between 2008-2012 as much as the introduction of the first commercial sponsorship concept for the Israeli Football Association ‚IFA‘ and concluding benchmarking sponsorship agreements with German outfitter adidas, the first ever main-sponsorship of the Israeli National Football team with ‚Hisense‘ and later ‚AIG‘. Furthermore Dirk led the process of the full re-branding of all Israeli football competitions including today’s logo of the Israel Football Association. Having developed the commercial program and branding of ‚IFA‘ from scratch led to the establishment as a well functional communication platform and prepared the grounds for today’s existing partnerships.

In 2013 he left Sportfive Limited and founded ‚DAVNIS Sports‘ which quickly became Israel’s leading and most professional sports-marketing agency and as one of the first projects he brokered a vast sponsorship deal between Israel’s leading football club, Maccabi Tel Aviv FC, and German outfitter adidas. Furthermore he consulted Maccabi for 6 consecutive seasons from 2013 till this summer 2018 on the sales of the media rights for the UEFA EuropaLeague and UEFA Champions League Qualifications.

In 2014 Dirk consulted the board of the newly found Israeli Professional Football Leagues ‚IPFL‘, advising for the necessary strategy to be followed that had later on been the basis for the renewed media rights deal with Charlton for more than 120m NIS per season lasting till today.

Also in 2014 he brokered the groundbreaking Premium Partnership between German UEFA Champions League participant, FC Schalke 04, and Chinese Consumer Electronics giant ‚Hisense‘. This multi-million USD partnership constituted the first sponsorship of a Chinese corporate in the entire German football landscape.

In 2015 he brokered further multi-year sponsorship deals for Maccabi Tel Aviv FC, among them the main-sponsorship with Hewlett Packard ‚HP‘ and ‚Hisense‘.

Since the start of DAVNIS Sports in 2013, Dirk also engaged successfully with the Israeli sports tech start-up scene and consulted ‚vBrand‘ till their acquisition by international research giant ‚Nielsen‘ and also initiated the link between the German Bundesliga ‚DFL‘ and Israeli computer vision start-up ‚Track160‘ which resulted in ‚Track160‘ becoming the first start-up to join DFL’s innovative and unique technology program „DFL for equity“.

In the meanwhile Dirk is a well-sought consultant and jury member at many international sports tech awards and conventions such as the „European Sports Tech Awards“, the ‚Leeds United Demo Day“ and also an active Mentor of the only professional sports tech accelerator in Germany, the „leAD Sports Tech Accelerator“ in Berlin, founded by the grandchildren of the adidas founder, Adi Dassler.

From now on Dirk will work for the worldwide unique football club „FC St. Pauli“ in Hamburg, which plays its home-matches in the 30.000 seater, always sold out and club owned stadium – the „Millerntor Stadium“. The club is currently set in the 2nd Bundesliga and has an annual turnover of around 55m EUR – showing a profit since 8 consecutive seasons and disposes over a fanbase of more than 5 million people in Germany having a unique brand image.




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