Werder Bremen is the pioneer of corporate social responsibility in Germany’s national football league. Werder has an own department that organizes all the social projects, this department is called “CSR – Management” and consists of 10 employees and a few internships. Their jobs are to process all the everyday enquiries of the club-partners and –members, as well as the organization and development of new offerings, events and projects. Having a separate social department is special in the league; most of the clubs organize their CSR in the marketing or public relations department.
In 2012 we founded our CSR-brand “Werder bewegt – lebenslang” (Werder mobilizes – a lifelong) to strengthen and professionalize the social competences of the club. The brand consists of six different areas with a great variety of topics. We organize and support projects for all people, no matter what age or social status. Aspects like environmentalism, dedication towards discrimination, healthy diet, movement and education are main topics of the projects. Every project is supported by one or two public characters who are popular because of their operations in the areas of sport, economy, politics, music and television.