Virtual Bundesliga

Creating press coverage for virtual football on a professional level worthy to compete with the traditional Bundesliga.

Challenge

Turning traditional fandom into virtual passion? We’ll make sure the media catches the fever!

Hosted by Deutsche Fußball Liga (DFL), Virtual Bundesliga (VBL) brings together over 30 professional football clubs from across Germany. The season culminates twice a year with the finals held at a live event in Cologne. Being the third league hosted by the DFL, the product has to prove itself against other esports titles but mainly versus traditional soccer in Germany.

A weekend of esports excellence. The VBL finals usually attract a diverse array of press, from esports and football-specific journalists to mainstream media and photographers, all converging for a weekend in Cologne. Besides inspiring a broad array of journalists to join and cover the event, our role was pivotal in managing the journalists’ experience on-site, ensuring their comfort and access throughout the event.

Approach

Media management and coordination

Our agency acted as the bridge between mainstream entertainment and gaming culture, providing a sanity check on the communication timeline and overview. As the primary point of contact for the press, we orchestrated the entire process, from pre-event preparations and pitching the league’s new format to on-site support. We coordinated a series of interviews with the most celebrated players, arranged photo shoots, and facilitated TV coverage.

By sharing important insider insights and managing press attendance end-to-end—including accreditation and travel logistic, our efforts ensured the event ran smoothly despite the tight schedule. We focused on high-tier Gaming and Special Interest (GI/SI) media and Creators, ensuring alignment with DFL standards while allowing the media to capture every moment of the high-stakes competition in a credible and authentic way.