Only Bayern Munich and Borussia Dortmund have more online supporters in German football. For Holger Tromp, communications director at Bayer 04, this position is confirmation of the route taken: "We've been investing in the digital world for years and are following a clear plan with a focus on growth and building the brand. We are happy that this strategy, with its creative and valuable content, has succeeded and thereby shown constantly increasing numbers and support. It also serves as inspiration to continue to win over our supporters regionally and internationally for the long term."
On 20 August 2010 it was a case of 'Bayer 04 goes Twitter'. That was the start of the Black and Red social media journey. Bayer 04 started the club’s Facebook channel shortly after that and now have over 2.8 million fans on it. Instagram followed in 2014 and we broke the one million mark in the Bundesliga in 2020 and now have 1.8 million followers. The social media landscape for Bayer 04 was completed two years ago with the addition of Snapchat, YouTube, LinkedIn and most recently TikTok.
Above all, Bayer 04 developed a clear digital strategy internationally early on and has now been communicating to specific target groups for years in four languages – German, English, Spanish and Chinese (Sina Weibo, Douyin, WeChat). The Werkself English-language Twitter channel now has almost 400,000 subscribers and counts amongst the most quoted in international football online. The creative and bold content plus strong community management has seen Leverkusen develop a USP in North America.
Across all platforms and channels, Bayer 04 now has a billion digital contacts per year. 40,000 items are produced each year in the newsroom in Leverkusen and through international partners – including high-end productions like the TV documentary on Kai Havertz (now up to 2.3 million viewers on YouTube). Viral highlights including the flag quiz with Lukas Hradecky or short videos of players like Florian Wirtz, Jeremie Frimpong and Bayer 04 Legends have now been seen millions of times. In addition, Bayer 04 regularly creates and posts content on social media channels with almost all partners and sponsors.
The Bayer 04 social media channels including followers:
- Facebook: 2.84 million (since 2010)
- Instagram: 1.86 million (since 2014)
- Sina Weibo: 1.71 million (since 2018)
- TikTok: 685,000 (since 2020)
- Twitter DE: 429,000 (since 2010)
- Twitter EN: 398,000 (since 2015)
- Twitter ES: 145,000 (since 2015)
- Douyin: 77,000 (since 2020)
- YouTube: 57,000 (since 2018)
- Snapchat: 63,000 (since 2016)
- WeChat: 50,000 (since 2018)
- LinkedIn: 7,500 (since 2020)
Bayer 04 midfielder Ibrahim Maza was honoured in Paris in the Best Algerian Young Player category at the Fennec d'Or awards for the Algerian Footballer of the Year, organised for the first time by the football journal La Gazette du Fennec. "It's an honour for me," said the 19-year-old, delighted with the award.
Show more
On the back of two wins within four days, Bayer 04 Women round off an intensive Bundesliga week in the Black Forest. Roberto Pätzold's side have the chance to move back up to third place against SC Freiburg in the final fixture of Matchday 10 on Monday (18:00 CET) and draw level on points with second-placed VfL Wolfsburg.
Show more
The last international break of this calendar year features the final qualifying matches for the 2026 World Cup in the USA, Canada and Mexico. An overview of who's playing where and when from a Leverkusen point of view.
Show more
Never before have Bayer 04 led 4-0 so early in the Bundesliga, never before have they won a Bundesliga home match by a higher margin. Leverkusen's exhibition display against 1. FC Heidenheim 1846 produced many stories, records and debuts. While Kasper Hjulmand's side celebrated the rousing performance properly with the fans, Jonas Hofmann and Co aren't losing focus: "We have to be careful that we don't just praise ourselves. The games come thick and fast again after the international break." The Werkself Review has all the reaction and analysis of the 6-0 victory at the BayArena.
Show more
