LASK: A Brand with Appeal

"The LASK is the brand of many Linzers," remarked Univ.-Prof. Christoph Teller, President of the Marketing Club Linz, who chose the Raiffeisen Arena as the venue for the monthly club evening for the first time. LASK's Head of Marketing, Lisa Rajewski, along with her team, provided around 100 guests with exciting insights into the club's marketing strategy, including recent developments in its transformation into a modern football brand.

A key part of this success is the agency Zunder, which designed the fanshop and the new logo. "The LASK brand has already gone through so much. I remember times when we had to fight hard, but in surveys, LASK was still number one," emphasized Nina Kern, who, along with Florian Knogler, manages the Zunder agency and discussed innovative marketing, highlighting the powerful appeal of LASK.

This development has also impressed Thomas Reiter, Vice President of the Marketing Club Linz and Managing Director of RegionalMedien Oberösterreich GmbH. The LASK has a long-term media partnership with BezirksRundSchau, which, for example, resulted in a 20-page special supplement last week that was distributed to every household in Upper Austria. "I think we can speak of a symbiotic relationship, where both sides benefit. It's a very appreciative collaboration, and we at MeinBezirk are proud to be partners of LASK," said Reiter.

An essential role in the journey to becoming a modern brand is, of course, the Raiffeisen Arena, which the guests got to know from entirely new perspectives during an exclusive tour. This included visits to the team's sanctuary, the home dressing room, the players' lounge, and the fitness studio. Other stops took the excited visitors to the press conference room, the sidelines, and the in-house bakery, Dunkelschwarz. "With the move to the Raiffeisen Arena, a paradigm shift occurred, marking the beginning of a new era," emphasized Nina Kern.

The tour also left a lasting impression on President Teller, who is also a professor of marketing and retail management: "The Raiffeisen Arena hits all the right notes, it’s one of the coolest locations in the whole city and probably the most beautiful stadium in all of Austria. We really feel privileged to be here and to gain such deep insights into the operations, the branding strategy, and the club itself," emphasized Teller, who thoroughly enjoyed the advantages of the Raiffeisen Arena.

The engaging event in the BWT Business Club was rounded off with a jersey presentation to Prof. Teller, followed by a delicious snack buffet and relaxed networking in a cozy atmosphere. Or, as Teller put it in his closing words: "I always say: A great city has a great beer and a great football club. And the LASK also has a fantastic arena – what more could you want?"