Sportfive, Germany’s leading sports marketing agency, was established in 1987 in Hamburg. The company offers professional solutions for all marketing aspects of the marketing industry, including stadium advertising, tricot sponsoring, hospitality programs, and the media rights management of internationally known soccer teams.


Sportfive requested Feedbackstr’s services in the VIP area of the HDI Arena in Hannover, Germany during the Hannover ’96 vs. Borussia M’Gladbach game. The agency required a reliable solution to determine guest satisfaction with the catering & service quality in the stadium. Seeing as the target group for the survey included some of the arena’s most important guests, Feedbackstr was faced with the challenge of devising a smart strategy for collecting guest feedback without distracting them from the game they were looking forward to.


An omni-channel strategy was implemented to collect feedback effectively, giving guests the option of submitting their feedback on their own or with the help of trained hostesses. The latter option included the use of tablets, which guests could use to directly submit their opinions. For all other guests, flyers and other print advertisements were distributed in the VIP lounge, additionally enabling guests to participate in the survey via smartphone.

The guests were asked for their opinions on various topics, such as the catering choices, the feeling in the VIP lounge, and the friendliness of staff. As an incentive to take part in the survey, every guest who submitted their feedback was automatically entered into a sweepstakes with the chance of winning 2×2 VIP tickets for a 2013/2014 game.


The results of the survey enabled Sportfive to collect and measure the VIP’s satisfaction with the catering options and service quality in real time. The large amount of data received built the foundation for future improvements in the hospitality department of the HDI arena, making fans’ experiences even more fun and memorable.