Young fans as a challenge
Addressing young fans presents soccer clubs with particular challenges: Traditional club communication barely reaches children, while pure entertainment formats often have too little connection to the club. In addition, established brands and characters dominate the children's audio sector. TSG Hoffenheim was therefore looking for a format that would both inspire existing Hoffi Club members and open up new young target groups across Germany.
Story podcast as a strategic approach
Instead of a classic sports podcast, the team developed an exciting story format that cleverly combines club DNA and child-friendly entertainment. The focus is not on the Bundesliga team, but on the popular mascot “Hoffi”, who experiences exciting adventures together with four children and the stadium announcer. This story-based approach makes it possible to convey soccer topics and club knowledge in a playful way.
Exciting adventures creatively implemented
In twelve episodes of approximately 25 minutes, the podcast follows a continuous storyline: Four friends - Martha, Theo, Lina and Linus - are entangled in an adventure through mysterious blue envelopes. The story takes them through various areas of the club, from the PreZero Arena to the training facilities. This involves solving puzzles, answering quiz questions and revealing exciting secrets. Professional audio production by Superhearo Audio in Hamburg guarantees the highest audio drama quality.
Distribution via club channels and digital platforms
The podcast is available via multiple channels:
* All common podcast and audio drama platforms (Spotify, Apple Podcasts, etc.)
* Dedicated landing page on the TSG website
* Integration into existing club communication
* Linked to Hoffi Club membership and exclusive merchandise
Innovative approach for target group-specific communication
With its innovative approach, the podcast clearly stands out from traditional club media. Instead of addressing soccer and club life directly, these elements are embedded in a compelling story. This indirect but authentic approach also makes “ELKHTASTIC” interesting for children who have had little contact with TSG Hoffenheim so far.
