After an exceptional year of strong growth in 2024, Citroën intends to continue this momentum in 2025, particularly on the German market, considered one of the most difficult in Europe. To further increase its visibility and reach a wider audience, the brand is renewing its partnership with the Baller League, an innovative and widely watched indoor football league.
Baller League: A must-see event
The Baller League starts its third season from 3 March to 19 May 2025 at Berlin Tempelhof Airport. This indoor football league, founded by football stars such as Lukas Podolski and Mats Hummels, has quickly gained popularity thanks to its innovative and dynamic format. The games, played 6-on-6 on a small artificial turf pitch, are broadcast live on Twitch, Joyn and even on free TV on ProSieben MAXX. This unique format, with changing rules determined by a virtual wheel of fortune, attracts a wide audience, especially young people under the age of 34.
Citroën: a partner of choice
Citroën, exclusive automotive partner of the Baller League since the second season, plays a key role in this event. The brand's SpaceTourers ensure the mobility of the teams, while the electric Ami is used as a "ball boy" during the crossbar shooting competitions. The new ë-C3, positioned in the public area of the arena, serves as a backdrop for interviews and autograph sessions. This partnership allows Citroën to increase its visibility among a young and sporty audience, while benefiting from extensive media coverage.
Timo Hinze, Head of Advertising at Citroën Germany, said: "Our first season with the Baller League was a real success. We are all the more pleased that the partnership is now entering a new phase and that we are once again the exclusive automotive partner. In terms of the repositioning of the Citroën brand, we believe it is a perfect fit, as the league also represents the courage to innovate and to implement innovative ideas. It also allows us to reach a young and sporty audience in an authentic environment. Not only will we increase our brand awareness at the games, but we will also benefit from the huge reach of the matchday broadcasts, including the supporting programme on Twitch, Joyn and ProSieben MAXX. We are looking forward to many exciting match days and especially to the big half-time break when the Americans come out.
With this partnership, Citroën is joining forces with an event that generates a massive audience on social media. Thanks to the participation of sports, television and streaming influencers, the Baller League generates more than 100 million impressions per match. This exceptional visibility allows Citroën to strengthen its reputation with a young, dynamic and connected audience, particularly on the Twitch platform, which gathers up to three million users per match day.
With an ambitious new range, Citroën is determined to continue its growth in Germany in 2025. The brand is doing everything it can to maximise the exposure of its models, and its partnership with the Baller League is a perfect example of this. By associating its communication with such a popular and innovative event, Citroën demonstrates its desire to be where it is least expected, while confirming its modernity and proximity to a young and passionate audience.
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