Karlsruhe. EnBW Energie Baden-Württemberg AG is an Official Supplier of the 2006 FIFA World Cup Germany™ and also an Official Supplier of the Green Goal™ environmental programme. The philosophy and objective of Green Goal are to implement quantitative environmental targets at a soccer world cup event for the very first time. And there is one winner even before the start of the opening game in the summer of next year: the environment! EnBW will provide a certified amount of electricity from regenerative sources (ok-power certified), which corresponds to the requirements of the FIFA World Cup™. The CO2 emissions arising from the electricity used during the World Cup will be extensively eliminated as a result of EnBW’s efforts – hence scoring a “Green Goal” for the environment even before the 2006 FIFA World Cup Germany™ kicks off. Dr. h.c. Detlef Schmidt, Chief Marketing and Sales Officer at EnBW Energie Baden-Württemberg on the Green Goal™ involvement of Germany’s third-largest energy company: “The idea behind Green Goal has great potential – the project provides an immediate benefit, but also serves as a role model and could therefore have a considerable impact. In essence, Green Goal is a great example of the intelligent and efficient use of the precious resource of energy and could serve as a model for billions of soccer fans around the world for the conscious use of the ever-depleting resource of energy.”
The cities, media zones and hospitality areas will consume approximately 13 million Kilowatt hours of electricity. As an Official Supplier, EnBW will make its contribution towards protecting the environment by providing this amount of electricity from regenerative sources. Providing electricity to all stadiums is not possible (as the stadiums have current contracts with power companies). For this reason, the project partners EnBW, FIFA and Öko-Institut e.V. have developed a substitute solution, whereby 13 million Kilowatt hours of certified electricity from regenerative sources will be fed into the grid. Christof Timpe, Coordinator for Energy Consumption at Eco-Institute: “This quantity of electricity will be certified with the “ok-power” eco electricity seal of quality.” This will take place from January 1, 2006 onwards – this way allowing EnBW to score a “Green Goal” at the 2006 FIFA World Cup Germany™ in January.
As the only Official Supplier of the 2006 FIFA World Cup Germany™ from Baden-Württemberg, EnBW will be representing this economically-leading and trend-setting technology region. It will be underlining the FIFA World Cup motto “A Time to Make Friends™” and will fill its host role with countless events and activities ensuring that the people of, and visitors to, Baden-Württemberg experience the World Cup as “the greatest home game of all time”.
The world will be focusing on Germany during the 2006 FIFA World Cup Germany™. And as a result of this focus on the stadiums, people’s eyes will rest on the regions and the sponsors of the 2006 FIFA World Cup Germany™. To this end, the Stuttgart venue will also be a mirror for EnBW and its role and new positioning. EnBW is directing its activities at being the industry player with the strongest regional focus and responsibility. This includes the claim to achieving the most systematic synergetic multi-brand strategy and the highest level of customer satisfaction within the industry. EnBW is one of the trailblazers in the liberalisation of the German energy market and has given the competition both “a name and a face” with its national brand, Yello Strom. The energy industry pioneering role of EnBW has manifested itself in countless concepts and initiatives. During the 2006 FIFA World Cup Germany™, it will bring the new brand image closer to a large audience, using TV banners at all 64 matches, commercial displays, logos on advertising materials, ads, customer events and much more besides.
EnBW will be predominantly present in Baden-Württemberg with its EnBW brand and with its national brand, Yello Strom, throughout Germany. Yello Strom GmbH launched a TV advertising campaign in May 2005, which was designed, from the outset, to awaken and increase the enthusiasm for this momentous event in Germany. From the very start, Yello prominently featured the build-up to the 2006 FIFA World Cup Germany™ and hence the joy of soccer in its television advertising. Cast in the “lead role” in the commercials is the Yello Team, which embodies the sheer pleasure of the “beautiful game”. The team coach is a true soccer legend: Franz Beckenbauer will be preparing the Yello Team and accompanying it all the way to the 2006 FIFA World Cup Germany™ final in Berlin.
With five million customers, Energie Baden-Württemberg AG – headquartered in Karlsruhe – is Germany’s third-largest energy company. In 2004, EnBW generated total sales of € 8,844 billions with around 17,700 employees. Core activities focus on electricity, gas as well as energy and environmental services. With the construction of the Rheinfelden hydro-power station, EnBW – through its subsidiary Energiedienst Holding AG - has started Germany’s largest building project in the regenerative energies sector. With around 10 percent of its electricity production coming from regenerative hydro-power, EnBW is already a leading light in terms of hydro-power within the German energy industry.