DHL 2014 Annual Report Download - page 91

Deutsche Post is the brand of the football world champions
Sports sponsorships strengthen people’s emotional ties with the Deutsche Post brand,
which is why we are involved with the  cup and the German national teams in
partner ship with the Deutsche Fußball-Bund ( – German football federation).
During the   World Cup Brazil™, we ran an attention-grabbing multimedia
brand campaign. Furthermore, in co-operation with the , we have been co-provid-
ers of a new national amateur football platform – www.fussball.de – since mid-.
We have also con tinued our sponsorship of the Deutsche Tourenwagen Masters (–
German Touring Car Masters) race series as well as our partnership with  Bayern
Munich’s federal league basketball team. Since the end of , we have increased our
brand presence in winter sports as well: the sleds and suits of the athletes of the Bob- und
Schlittenverbands (German bobsleigh, luge and skeleton federation) are now designed to
incorporate the Deutsche Post brand. Furthermore, on  October , the well-known
Königssee bobsleigh, luge, and skeleton track became Deutsche Post Eisarena Königssee.
 showcases a new brand look
We want our customers to associate more strongly with the  brand and have carefully
developed our corporate design with that goal in mind. Our new look is more dynamic
and versatile; optimised for online channels it refrains from graphically highlighting
the  brand areas.
International events rely on  logistics
As the global logistics partner of Formula ™, the Formula  Championship,  Fashion
Weeks, Manchester United as well as other events, we have showcased the  brand to
the public and the media in connection with  events in  countries in the reporting
year. At the beginning of ,  also began handling event logistics for the world
touring live show of Canada’s Cirque du Soleil. Moreover, since August ,  has
been a platinum sponsor of  Bayern Munich football club.
POST-BALANCE-SHEET DATE EVENTS
 Delivery GmbH creates new jobs
In order to secure the increased demand for labour as a result of continued sustained
growth in the parcel business, Deutsche Post  Group has founded numerous regional
companies under the umbrella of  Delivery GmbH. e goal is to create up to ,
new positions by . Sta working in the new companies shall be employed in line
with the regionally applicable collective terms and conditions for the forwarding and
logistics sector.
Shares held in King’s Cross to be reduced
e requirements for classifying an asset as held for sale in accordance with   were
met in the period between the balance sheet date and the preparation of the consolidated
nancial statements by the Board of Management so that the shares held in King’s Cross
Central Property Trust, , and in King’s Cross Central General Partner Ltd., , can
be reduced as planned.
Deutsche Post  Group —  Annual Report
85
Group Management Report — NON-FINANCIAL FIGURES — Customers and quality — Brands —
POST-BALANCE-SHEET DATE EVENTS