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)
After just two points from their last four games, the situation has become trickier for Borussia Mönchengladbach in the bottom third of the table. Only three points separate the Foals from the relegation play-off spot. Coach Eugen Polanski's team is under pressure ahead of the home game against the Werkself on Saturday, 7 February (kick-off: 18:30 CET). The lowdown on our next opponents.
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Calling all eSports fans: On Saturday, 21 February (from 16:00 CET), the Werkself Wildcard Cup will take place at XPERION Köln (Hansaring 97, 50670 Cologne). Interested EA FC 26 amateur players will have the opportunity to win attractive prizes and a place in the VBL Open Play-offs by WOW. The play-offs are the final preliminary stage of the VBL Grand Final by WOW, the tournament for the German individual championship and, alongside the club championship (VBL CC), the most important sub-competition in the German eSports scene. Read on for information on registration.
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At its first general meeting on 5 February 2026 in Frankfurt am Main, the Frauen Bundesliga FBL e.V. made key decisions regarding the future direction of the Women’s Bundesliga. The meeting was based on the results of the negotiations with the German Football Association (DFB) over the past few weeks.
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Another efficient performance from the Werkself in the 3-0 home win against FC St. Pauli saw them reach the semi-finals of the DFB Pokal for the third time in a row, and it was not the only record set on what was a successful evening. It meant head coach Kasper Hjulmand was delighted to "still be in with the chance of winning something". Like the coach, however, the ambitious Edmond Tapsoba also stated that he wanted to keep "improving" bit by bit: "We'll continue to give our all, no matter who we come up against." The Werkself review of the clash.
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