The factory team principle - how Pro Clubs make digital company sports possible

Credit: Doppelpass Digitial UG

Do you know the "Werkself"? Sure, Bayer 04 Leverkusen shapes this term like no other company and no other club in Germany. Company teams, so sports teams that emerge from a company, from a business, have a long tradition in Germany. Bayer started its involvement in company sports in 1904. Wacker Chemie in Burghausen, Carl-Zeiss in Jena, Quelle in Fürth and Opel in Rüsselsheim are just a few other examples.


They are also known in motorsports - the works teams of BMW, Mercedes or Audi. Teams usually have two functions. On the one hand, they can positively charge the brand through sports, competitions and triumphs. This works in the direction of buying customers. But it also has a positive effect on the employees. You can be proud of the works team.

Bonding factor through shared values, goals and opponents

When we talk about company sports and company teams, it's all about creating an emotional bond through sports. The German dictionary "Duden" says that bonding always occurs when people share common goals, challenges, values and opponents. Where is that better than in sport?


Company sport also has a practical component: Those from the company who play it together form a team - outside the actual work context. If this company sport is practised correctly or is supported by the right framework conditions - it naturally also has a health-promoting effect.

Digital company sports as an employer and customer branding tool?!

But how digital company sports can become an employer branding tool to connect employees with the company positively? Our co-founder Patrick Baur explains this during his presentation at the German Association of Medium-Sized Businesses (BVWM). There, the focus will be on how, for example, the FIFA Pro Clubs mode, i.e. the game in 11 vs 11 on the console, can build a real fan community.

"The factory team principle - how to turn employees and customers into fans through digital sports" is the title.

What do you think? Are we in the age where digital factory teams have future potential?