From RWU to the Bundesliga

From the Isar to the Weser: Xiao Xu completed two marketing internships at Bundesliga soccer clubs in quick succession.

Before Xiao Xu from near Sigmaringen began his studies at the RWU Ravensburg-Weingarten University of Applied Sciences, he first studied environment and business administration. "I particularly enjoyed online marketing subjects and then decided to look for a more specialized course," he recalls. He finally found what he was looking for with the Internet and Online Marketing course at RWU in Weingarten.

First the automotive industry

The student completed his mandatory internship semester at Mercedes Benz in the Global Digital Media Strategy & Activation department. There he focused on advertising campaigns on social media and search engine marketing. He then completed another voluntary internship at Porsche in the Global Digital Retail Marketing department, where he spent around six months working in content creation, among other things. "I was able to put my knowledge from the modules on the degree course to good use in both positions."

Gaining even more experience

After the first position, the student had already fulfilled his actual internship obligation in accordance with the study and examination regulations. However, he decided to complete two more internships voluntarily - before actually graduating with a Bachelor of Science degree. Xiao Xu played soccer himself for several years and has been a fan of both SV Werder Bremen and FC Bayern Munich since childhood. "That's why I really wanted to work here." And both applications were successful, even though it is quite challenging to obtain such internships. "I had to be a bit creative with my applications," recalls Xiao Xu. "But my previous experience and the special subjects I studied helped me a lot in my job search."

Specialist departments in sports marketing

Xiao Xu moved to Bremen for around three months and moved into his desk right in the Weser Stadium. At SV Werder, he worked in the Brand and Marketing team. His tasks were very varied: event and campaign management, match and press photography, influencer management, stadium direction and also editorial work.

He then moved to the Bavarian capital for four months. Xiao Xu worked directly at Säbener Straße, where the men's professional team's training ground is located. At FC Bayern, he worked in the International Activation, Tours & Friendlies department, where he worked on the concept for a sponsorship tour in the USA or market analyses for a visiting NFL match in the Allianz Arena as well as for friendly matches.

Clubs as a company

In addition to the opportunity for professional development - especially through independent activities - Xiao Xu greatly appreciated being able to get to know the working methods and organizational structure of both clubs. The main focus at both clubs, especially when viewed from the outside, is of course on the sporting side of things. "However, for a professional club to be successful in the long term, it needs professional structures and this also includes a strategic marketing focus." Very special insights for an intern.