Fanzone opening at Leverkusen’s BayArena

Article posted by Coliseum, November 12^th, 2024

Image: Bayer 04 Leverkusen (LinkedIn)

German Bundesliga club Bayer 04 Leverkusen will open its innovative Fanzone in the South Stand of the BayArena later this month.

Bayer 04 Leverkusen said the 700-square-meter space, which offers fans an immersive experience with interactive features, exclusive merchandise, and a panoramic view of the pitch, will open its doors on November 20.

The BayArena is a football stadium in Leverkusen, North Rhine-Westphalia, Germany, which has been the home ground of Bundesliga club Bayer 04 Leverkusen since 1958. The club competes in the Bundesliga, the top tier of German football, and plays its home matches at the BayArena.

The Bayer 04 Fanzone has been built in the former Barmenia Lounge in the South Stand at the stadium and it will offer fans the chance to buy shirts as well as an exclusive selection of other merchandise.

Image: Bayer 04 Leverkusen (LinkedIn)

The Fanzone boasts an exclusive 66-meter panoramic view of the pitch, interactive digital games, personal service, and a lounge atmosphere where fans can dive deep into Bayer 04’s rich legacy—including access to the club’s trophies.

It’s designed as a hub where fans can engage with each other, celebrate the club, and feel the pulse of matchday, no matter the day of the week.

At the Fanzone, Bayer 04 supporters will also have access to other interesting options relating to the Werkself such as the opportunity to participate in exciting competitions.

Stadium tours will start from the Fanzone and the facilities also provide space for different Bayer 04 events. Werkself supporters will discover everything that makes a Bayer 04 fan’s heart sing and, at the same time, look out over the pitch of the champions of Germany and DFB Pokal winners – the BayArena.

Bayer 04 is looking to continue the club’s exemplary success story with the opening of the Fanzone.

Image: Bayer 04 Leverkusen (LinkedIn)

Dirk von den Bergen, Head of Bayer 04 Shops & Service Centre, emphasized the club’s commitment to fan engagement. He said, “We want to make our football and experience available to as many fans as possible. And that’s exactly what the new Fanzone is aimed at.”

Silvia Talmon, Executive Creative Director at The Retail Academy – who are building the Fanzone together with Bayer 04 – highlighted the project’s dedication to authenticity

She said, “We tried to understand this club and its self-image, we tried to encapsulate the club philosophy to make our plans really applicable to Bayer 04.”

The constantly increasing support for the Black and Reds continues to register unrestrained growth: The home sections at the BayArena were completely sold out last season. The Werkself had 34,251 members in the 2022/23 season and by the end of last term the membership had grown to over 62,000.

There are also plans to extend the Fanzone infrastructure with the focus on customer friendliness. For example, there will be a significantly higher number of checkouts and printing stations compared with the current fan shops.

In addition, the two fan shop counters on the east side of the BayArena as well as the VIP counter in the west of the stadium will have a wide range of merchandising available on home matchdays.

The Bayer 04 fan shop in Leverkusen Wiesdorf closed at the end of August 2024.

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