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)
This special event showed once again how strong Bayer 04 are as a team: As part of ‘BarmeniaGothaer gives joy’, the Werkself players Edmond Tapsoba, Ibrahim Maza and Christian Kofane supported the sale of individually designed T-shirts for a good cause at the Fanwelt on Thursday. Several hundred fans came to take part in the charity campaign. Leverkusen's main sponsor BarmeniaGothaer donated the proceeds to the Fondation Edmond Tapsoba, which helps people in Tapsoba's home country of Burkina Faso in their challenging everyday lives.
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With three games to play before the end of the season, the Bayer 04 Women can break one record and equal another at SGS Essen. After three wins on the bounce, coach Roberto Pätzold's team are aiming to maintain the chance of third place in Sunday’s away game (14:00 CEST, Stadion an der Hafenstraße).
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Rüdiger Vollborn has been at the club for 40 years, he holds the record number of Bundesliga appearances for the club (401) and is the only Bayer 04 player to have won both the UEFA Cup (1988) and the DFB Pokal (1993). And the Berliner stayed with the Werkself after ending his impressive playing career as he worked as a goalkeeping coach for the following nine years. Vollborn now works under the Bayer Cross as a fan liaison officer and club archivist. Since February 2021, the personalised Black and Red lexicon takes Werkself fans under the heading of 'Rudi recounts...' on a brief trip through the history of Bayer 04 every month…
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From Ouagadougou to Leverkusen – and back: in March, Bayer 04 travelled with Edmond Tapsoba for a special project in his homeland Burkina Faso. The country where his roots and heart lie. The country where he’s more than a world-class defender: a symbol of hope and a role model for an entire generation. The result is a 45-minute documentary about Tapsoba’s long journey from Africa via Portugal to Leverkusen, which offers extraordinary, one-off and emotional insights.
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Edmond Tapsoba has signed an early extension to his contract with Bayer 04 Leverkusen. With two years left on his current deal, the 27-year-old Burkina Faso international has extended his contract until 30 June 2031. The centre-back joined as a young talent from Portuguese top-flight club Vitoria Guimaraes at the start of 2020.
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