Special action at FC Bayern’s home game against SC Freiburg: The T of sponsor Telekom in the stands of the arena is turned upside down.
If you look closely at FC Bayern’s home game against SC Freiburg this weekend, you might be surprised: the well-known Telekom T is upside down – and not just in the stadium. Telekom is currently turning its iconic logo 180 degrees and is staging the campaign around the globe to attract attention: in TV commercials, print ads, social media – and now also directly at Säbener Straße and in the Allianz Arena.
What’s behind the campaign
The Bayern stars around Manuel Neuer, Harry Kane, Serge Gnabry and Joshua Kimmich will be wearing special warm-up shirts with a „twisted T“ on Saturday. The tilted logo will also be visible on the LED boards during the match. Even the huge logo in the stands, traditionally shaped by Telekom apprentices, will be turned upside down especially for this campaign – visible to 75,000 fans in the stadium and millions in front of the screens.
But why this unusual action?
Deutsche Telekom is using the effect to draw attention to the start of the final fifth season of „Stranger Things“ – one of the most successful Netflix series of all time. The „Flipped T“ is a direct reference to the „Upside Down“, the dark parallel world of the series.