I develop the stories that help brands find their place in sport. Since 2024 as co-founder and Chief Storytelling Officer of Hirsch auf Löwe, before that six years at SPORTFIVE and five years at FAKTOR 3.
High-quality reach has never been cheaper to buy. What you can't buy is relevance: the moment a brand becomes part of the sport for its fans. That's what sports marketing is about for me.
Sport is society's last campfire: emotion, heroes, hurdles and unpredictability. At a time when AI produces reproducible content at scale, live sport creates unique moments. Brands that play a role in them are remembered.
Sponsorship is a razor's edge. Brands have to strike the right tone and truly understand their audience – fans – to earn a lasting place and build an emotional bond. People the community trusts are the best ambassadors for that.
Every sport, club and community has its own codes. Know them, and you find the stories fans will retell.
A logo on a shirt is where it starts, not the goal. Rights become formats, moments and content that let people experience a brand.
Athletes, creators and volunteers trusted by their community carry a brand further than any ad.
Strategy, client consulting and delivery from one source: from the idea to matchday to the evaluation.
Sponsorship activation, campaigns and content for brands in sport, at Hirsch auf Löwe, SPORTFIVE and FAKTOR 3.
View case →2026Kellogg's at the 2026 Women's Basketball World Cup in Berlin: Krunchtime in the arena, on the video board and courtside.
View case →2025–2026A Champions League campaign for Bayer 04 built like festival communications: every home game became a concert, with its own band posters, tour pass, record covers and merchandise.
View case →2025–2026DKB makes football dreams come true: people who have carried the sport in Germany for decades are surprised with tickets to the NFL game in Berlin — and even to Super Bowl LX in the San Francisco Bay Area.
View case →2024During the warm-up, the DFB women made the gender care gap visible: 4 hours 16 minutes of unpaid care work for women versus 2 hours 57 for men, right there on the shirt.
2026Kellogg’s × Orlando Magic: for the NBA game in Berlin, Kellogg’s invited creators to Krunchtime at the Uber Arena and activated on site together with REWE.
since 2023The basketball platform for Kellogg's: started at SPORTFIVE, continued at Hirsch auf Löwe – from the first media day to the appearance at Markenfestival 2025.
2026The GOAT in Hamburg: as the NFL's main sponsor, DKB brought flag football to OMR Festival 2026 to match Tom Brady, with an interactive booth and a flag combine open to all. Anyone who mastered the challenge got their own GOAT card and a shot at tickets for the NFL Munich Game.
2026Fanatics and Apple Music celebrated the NBA game in Berlin with the playlist “Berlin Hoops 2026”, curated by celebrities and featured on the Apple Music homepage.
2024An official DFB shirt for Rock am Ring 2024 at the Nürburgring, in the summer of the home Euros. My part: bringing the right people at Rock am Ring, Spreadshirt and Fanatics together.
2026Activation for the launch of the naming-rights partnership: at the opening match in the ista-Borussia-Park the brand was visible from the video cube to the seats, under the motto “Leidenschaft vereint”.
2025Flag camps outside Signal Iduna Park, watch parties and a Steelers pub in Berlin.
View case →2019–2020“This is our World”: the first congstar Mobile Gaming Festival on July 13 and 14, 2019 at Millerntor-Stadion, developed during the pandemic into the streaming format “Stream ’n’ Play” with FC St. Pauli and Rocket Beans TV.
2021How to make a born footballer's brand values your own: together with SPORTFIVE, Caparol initiated a partnership with Thomas Müller and inspired the painting trade. In the #MalerGegenMueller duel, real painter teams took on Team Müller – on the wall and on the pitch.
2018–2020Platform strategy for BVB’s international content with a focus on the US: the players as pop-culture heroes, staged with nods to the series and films the young US audience knows.
2023We symbolically closed off the escalators at Hamburg's Jungfernstieg, to get more people moving and donating to Viva con Agua.
2020Content activation of AOK's partnership with the German national handball team around the major tournaments.
2021Development and execution of a campaign for the Bayon, a new car exclusive to Europe, with artworks, illustrations and installations around the motto “Ready for new heights”.
View case →2016–2018Built and led content production for nivea.de, Instagram, Pinterest, YouTube and the print magazine “NIVEA für mich”.
2014Olympic activation for Samsung as Official Smartphone Partner: the Samsung GALAXY Team with international winter athletes, meet & greets, blogs and support for the Jamaican bobsleigh team.
In August 2024 I co-founded Hirsch auf Löwe with four partners: the storytelling agency for sport, with offices in Hamburg and Berlin. Our mission: we make brands in sport unforgettable.
We combine the creative excellence of a brand agency with the know-how of a sports rights marketer. Five founders have become a team of 20 working for more than 25 clients, including Kellogg's, DKB, Bayer 04 Leverkusen, the Pittsburgh Steelers, Fanatics and ista.
Daniel Jensen is co-founder and Chief Storytelling Officer of Hirsch auf Löwe, a storytelling agency for sport based in Hamburg and Berlin. He has worked at the intersection of sport, brands and media for more than 20 years, including at FAKTOR 3 and SPORTFIVE, and was named a LinkedIn Top Voice Sport in 2024.
Hirsch auf Löwe is a storytelling agency for brands in sport. It develops strategies, campaigns and activations for sponsorship and fan communication, for example for Kellogg's, DKB as main sponsor of the NFL in Germany, and Bayer 04 Leverkusen.
Reach can be bought, relevance can't. Brands in sport win fans when they become part of fan culture – with stories, formats and people the community trusts, not just logo presence.
Moderation, keynotes and panels on storytelling in sport, guest articles on sports marketing, storytelling and brand positioning, and mentoring for young professionals. Brand projects run through Hirsch auf Löwe.
For projects, panels, podcasts, guest articles or partnerships. Tell me what it's about.
info@danieljensen.de