Sport 2000 Germany launched a contest for influencers, called Game of Champions, on Nov. 17 at the Commerzbank-Arena, the big sports stadium in Frankfurt. 21-year-old David Rau won the contest. The idea is that football-loving young consumers are more accessible via social media campaigns than via traditional marketing campaigns. The task of the new Sport 2000 influencers will be to create online communication with the football community, with exclusive access to product news, launches and events. Of the many contestants, five finalists were selected to join Ronaldinho and other football stars at the Commerzbank-Arena for the Game of Champions event. The finalists had to launch a story and a live video on Facebook or Instagram as well as conduct an interview with one of the football players. The influencers marketing campaign was focused particularly on retailers specializing in team sports and on partners in its recently launched Absolute TeamSport retail concept. Sport 2000 Europe created the Absolute retail brand for affiliated retailers that adopt a harmonized specialist concept this July. The buying group is planning several iterations of the brand in various categories, from Absolute TeamSport to Absolute Run, Absolute Fitness and Absolute Outdoor. The move follows the launch of Sport 2000 Europe, which was announced earlier this year to create closer collaboration among the Sport 2000 retail organizations in German-speaking countries, the Benelux countries and France, under the umbrella of Sport 2000 International.

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