SPARDA-Bank West - Bancers on the ball

In 2024, Sparda-Bank West became an official Champion Partner of Borussia Dortmund. But instead of following the usual sponsorship playbook, the bank chose a bold and unconventional path: a branded mockumentary series on Instagram – created not to promote products, but to build community.
“BÄNKER AM BALL” tells the story of three fictional bank employees – a traditionalist, an eager intern, and a data-driven analyst – who suddenly find themselves in charge of the club sponsorship. Across twelve humorous episodes, they collide with football rituals, fan culture, and the black-and-yellow spirit of the Südtribüne.
The series launched on a dedicated Instagram channel, @SpardaSchwarzgelb, and was closely tied to real matchdays, stadium moments, and fan events. Each episode blurred the line between fiction and reality – supported by on-site activations that connected the digital story to real-life experiences.
The result: a human, relatable brand presence that felt like it belonged. Instead of polished advertising, the campaign embraced humour, self-irony, and cultural proximity. The bank didn’t talk about community – it became part of it.
The outcome:
2.8 million impressions in just four months, a 9.09% engagement rate, strong fan feedback, and continuous visibility among ~80,000 stadium visitors per matchday. A rapidly growing Instagram community followed – and kept playing along.
“BÄNKER AM BALL” is proof that modern sponsorship isn’t about exposure – it’s about participation.
By telling a story that entertained and engaged, Sparda-Bank West turned a football sponsorship into a branded experience that felt truly at home on and off the pitch.