When Mutabor emerged victorious from the pitch for the Bundesliga's corporate design in 2010, two things were clear. First: the goal of then-CEO Christian Seifert to turn the Bundesliga into a genuine sports brand. And second, the realisation that this would be a marathon, not a sprint.
A total of five brand refreshes later, Thomas Markert, VP Brand Design at DFL, and Heinrich Paravicini, founder and CCO of Mutabor, take stock.
