What began with a kick-off event at the MEWA Arena in March came to a close there on July 4, 2023, with a successful final presentation. Students from Mainz University of Applied Sciences in the departments of Business and Technology, supervised by Prof. Dr. Tobias Walter, David Zakoth, and Felix Nowak, presented ideas to get the young target groups—Generation Z and Generation Alpha—excited about 1. FSV Mainz 05.
As part of a semester-long design thinking process, the students examined expectations regarding matchday visits, communication before, during, and after the game—for example, via social media—as well as the significance of the journey to the stadium and the stadium experience itself.
The study was based on qualitative interviews conducted by the students themselves with over 300 young people from the region. The result is a concept paper featuring many new approaches—for example, to optimize food and beverage ordering processes during stadium visits—which 1. FSV Mainz 05 will use to validate existing fan relationship management strategies and enhance them with new offerings. In addition, the club received urban planning proposals for the area surrounding the MEWA Arena aimed at more fully integrating the journey to the stadium into the match day experience and revitalizing the surrounding area. This can be achieved, for example, through expanded offerings for fans, such as cafés, bars, multi-purpose spaces, and areas to linger.
For all the students, the project was a special experience throughout the entire semester. Not only was the practical relevance a key factor, but the opportunity to gain insights into a club that has been established in the Bundesliga for years is something that doesn’t come along every day.
