April 25, 2017

Hertha BSC starts crowd lending campaign

The Old Lady from the German capital has never had an imagine of being a particularly hip club, but now the club is trying to change their image. As a step in that transformation the club has already put both their sporting director Michael Preetz and Pal Dardai in charge of their own Twitter accounts, making the two of them the first sporting director and the first coach in the Bundesliga to join the social media platform.

Now the club is trying to advance even further into the digital age with a crowd lending campaign on the German site Kapilendo. In their campaign the club is asking its fans to lend them between 100 and 10,000 Euros in order to reach a target of 1,000,000 Euros. The participants are gaining access to perks like taking part in a draw to win a VIP tour of the stadium in Berlin in addition to being paid 4,5% interest on the loan they are extending to their favourite team.

The crowd lending campaign starts on March 19th and lasts for 60 days. Hertha head of finances Ingo Schiller says that he’s certain that the club is going to reach the target number and assures the fans in Bild:

“The whole process is secure, serious and uncomplicated. The transaction can be done within a matter of minutes.”

After the money has been generated the club plans on spending it on creating a more fan friendly fan-shop online, personalised newsletters for the fans and an app. The newsletters are from now on going to take into consideration where the fans are positioned in the world, meaning that a Hertha fan in Portland in the States is going to receive a different newsletter compared to a Hertha fan living in Berlin.

Additionally the club also plans on improving their scouting department by buying the computer system Wyscout, a system helping scouts to track players more precisely. Another chunk of the money is supposed to be spent on GPS-tracking system which is said to help the fitness staff to develop a database that tracks each player’s every sprint, every heartbeat and every meter covered.

All these elements are supposed to create a closer bond between the Old Lady and their fans according to the club, Ingo Schiller told Morgenpost:

“We want our fans to take part in the growth of Hertha BSC. Our model should be of its time: online, mobile and direct.”

The fact that Hertha are generating the money through a crow lending campaign on a site created by a start up company in Berlin should also speak to the spirit of the city according to the head of finances:

“Berlin is a city standing for innovation and development due to its big scene of start up companies. With that in mind we want to go ahead and create new offers(for our fans) and set new impulses.”

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Niklas Wildhagen

Niklas is a 30-year-old football writer and podcaster who has been following the Bundesliga and German football since the early 90s. You can follow him on Twitter, @normusings, and listen to his opinions on @TalkingFussball and on the @AufstiegPod.