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)
Tickets for the first two Bayer 04 women’s team home games are now on general sale. A week after their league opener away at RB Leipzig, Roberto Pätzold’s side will face last season’s runners-up, VfL Wolfsburg, in the first home fixture on Sunday 30 August (kick-off: 16:00 CEST). Fifteen days later, on Monday night, 14 September (kick-off: 18:00 CEST), the Leverkusen Women host German champions Bayern Munich at the Ulrich Haberland Stadium for a top-of-the-table league clash. You can now also select specific seats via the online shop. The latest information on match ticket sales.
Show more
Bayer 04 Leverkusen have extended midfielder Noah Mbamba’s contract by twelve months and sent the Belgian U21 international on loan to France. At FC Lorient, the 21-year-old – whose contract at Leverkusen now runs to 30 June 2029 – is set to gain playing time in Ligue 1 and, through strong performances and further development, put himself in the running for a future place in the Werkself squad.
Show more
Spurred on by a flawless hat-trick from Cornelia Kramer, the Bayer 04 women’s team won their penultimate pre-season friendly in commanding fashion. As part of the season launch, the Werkself beat Dutch top-flight side Feyenoord 7–0. In front of 3,000 spectators at the Ulrich Haberland Stadium, Kramer (6’, 25’, 45’), Sofie Zdebel (47’), Maja Sternad (59'), Natasha Kowalski (83') and Vanessa Fudalla (86') scored the goals for coach Roberto Pätzold’s side.
Show more
The Shareholders’ Committee of Bayer 04 Leverkusen Fußball GmbH has extended the contracts of the two managing directors, Fernando Carro and Simon Rolfes, ahead of schedule. The CEO, Fernando Carro (62), will continue in his role until 30 June 2029, and managing director sport Simon Rolfes (44) will remain in post until 30 June 2031.
Show more
