FUSSBALL IST ALLES

MOVING TOGETHER VFL PROGRESS REPORT 2014

WWW.VFL-WOLFSBURG.DE 2 |

A GREAT DEAL HAS HAPPENED

ABOUT THIS REPORT

Corporate Social Responsibility (CSR) for people and the en- tion of the core business of VfL Wolfsburg – and focuses on the vironment is firmly rooted in the philosophy of VfL Wolfsburg. impressive sporting success of its two teams. The VfL has the ambition of playing a leading role in professional following five main chapters concentrate on the main aspects football as a responsible participant, nationally and internation- of the primary CSR activities in which the club is engaged: ally. These endeavours are supported by the sustainability and “Strategy and management”, “Employees”, “Environment”, CSR reporting which are key communication instruments. The and “Society”, as well as “Fans and members”. Progress is de- most important stakeholders at which these reports are aimed scribed in these chapters on the basis of selected highlights. include the fans, employees, partners and sponsors of VfL, as Each chapter is also accompanied by an overview highlighting well as Volkswagen AG. In addition, it is also aimed at non-gov- the main milestones achieved during the reporting period: and ernmental organisations and lobbies, as well as representatives an “Outlook” looks forward to planned activities. The informa- of politics, science and research. tion incorporated in these chapters was derived from discus- sions with the responsible employees in each case. In this CSR Progress Report, VfL makes public to its stake- holder groups the progress which was achieved up to July 2014 The introduction to each chapter includes an overview of the in implementing the sustainability programme it adopted in targets published in 2012, and the current status of the target 2012. This report focuses on the most important activities, implementation. The club has adapted its 2014 CSR objectives changes and further developments, as well as the weaknesses to the current developments. New objectives, and the meas- identified in VfL’s handling of its social responsibility. Moreo- ures implemented to achieve them are presented in an updated ver, the report also provides information on VfL’s objectives for CSR programme which follows the main chapters. The report the future reporting periods. This is followed by the CSR Re- concludes with an overview of the most important metrics dur- port which will be published at the end of 2016 in the long de- ing the reporting period. tailed version. To ensure the report can be read more smoothly, groups of per- The reporting period concentrates on the 2012/2013 and sons described in the report are always referred to in the mas- 2013/2014 seasons; later developments have also been taken culine tense, but should always be seen as considering men and into consideration in individual cases if this was feasible women equally in each case. before the editorial closing date. All of the aspects dealt with refer to the whole VfL Wolfsburg-Fußball GmbH. The report is The progress report follows the first report in being oriented to published in a German and an English version. the standards of the Global Reporting Initiative (GRI) version GRI 3.1, and IÖW/future e.v. Focusing on the progress does The structure of the report is influenced by the first publica- mean, however, that not all of the indicators could be discussed tion of the VfL Sustainability Report in 2012. The structural to the same extent. This is the reason why VfL dispensed with similarities are a deliberate tool to enhance transparency and an examination of the contents by the GRI. make it easier for readers to understand the development steps achieved by the club. More detailed information and up-to-date news can be found at the VfL Wolfsburg website at www.vfl-wolfsburg.de; con- The report starts with an introduction by the management and tent dealing specifically with sustainability can be found at the lord mayor of Wolfsburg, which is followed by the elabora- www.vfl-wolfsburg.de/soziales. 2 | 3 CONTENTS

A GREAT DEAL CONTENTS HAS HAPPENED

ABOUT THIS REPORT Welcome by Klaus Mohrs, Lord Mayor of Wolfsburg 4 Foreword by Thomas Röttgermann, Managing Director of VfL Wolfsburg-Fußball GmbH 5

Sporting development 6

STRATEGY AND MANAGEMENT 8 Responsible governance

EMPLOYEES 12 Bringing togetherness alive

ENVIRONMENT 16 Greener football

SOCIETY 20 Acting in partnership

FANS AND MEMBERS 24 Sharing enthusiasm

PROGRAMME 28

SUCCESS IN FIGURES 30

IMPRINT 31 4 |

VFL MOVES PEOPLE IN THE REGION

LORD MAYOR OF WOLFSBURG KLAUS MOHRS ON THE SOCIAL SIGNIFICANCE OF FOOTBALL

Football is thrilling. The World Cup in nificantly towards achieving these goals sportsmen and women for their future Brazil again very clearly underlined the after the 2012/2013 and 2013/2014 sea- matches and competitions. enormous emotional power of this sport, sons, but also that it must still do all it can and how it brings people together – on to maintain its commitment. Yours faithfully, the winning and the losing side. Wolfs- burg as well has always cheered on the The fans are part of the club and we footballers, and celebrated many won- should therefore all do our part to look derful moments and victories last sea- after the environment as well as treat our son with the national team as well as fellow citizens fairly. Doing this can some- with VfL Wolfsburg. times be uncomplicated: with the “Mov- ing Together” campaign day for instance, The clubs, professional players, coaches we have shown how pleasant it is to cycle Ihr Klaus Mohrs, and managers are role models for young to the . Read this report to find out Lord Mayor of the city of Wolfsburg and old sports fans. I am therefore de- what VfL is doing for you and lighted that VfL Wolfsburg not only does your environment, and how the best it can to achieve sporting suc- you can also play a part in this cess, but also has a strong commitment sustainable development! to corporate responsibility in other are- as. Even though the first teams often take On behalf of the council and pride of place, there are many other as- administration of the city of pects in which VfL moves the people in Wolfsburg, as well as all of the region. It does a great deal for socie- the citizens of Wolfsburg, I ty and the environment with its activities warmly thank VfL Wolfsburg and many innovative projects. Under its for the excellent co-operation “Moving Together” slogan, it joins togeth- in creating a forward-looking er with partners to support education, in- lively Wolfsburg. I look for- tegration and health. In addition, VfL has ward to lots more success plans to slash its CO2 emissions by 25 per on the pitch, as well as in its cent by the end of the 2017/2018 season. social and environmental ac- The progress report not only clearly high- tivities, and will keep my fin- lights that VfL Wolfsburg has moved sig- gers crossed on behalf of the 4 | 5 FOREWORD

INTERNATIONAL SUCCESS AND REGIONAL ROOTS

THOMAS RÖTTGERMANN, MANAGING DIRECTOR OF VFL WOLFSBURG- FUSSBALL GMBH, ON THE SUCCESS AND RESPONSIBILITY OF THE CLUB

VfL makes permanent progress – in all pos- attracts attention well beyond the region. you think of the report. I very much look sible fields: following in the footsteps of the One example being when the former Ger- forward to hearing from you. VfL women, the Bundesliga team is now man Minister for Families, Ursula von der also playing at an international level. Qual- Leyen, came along to see pupils working Yours faithfully, ifying for the Europa League gives us an with the VfL-Wiki. opportunity to bring even more attractive matches to Wolfsburg, further strengthen And under the umbrella of its “Wolfs- our media presence and fan loyalty, and burg United” slogan, VfL also does a attract the attention of new partners and great deal at an international level to sponsors. At the same time, this brings us promote co-operation and the exchange closer to our overriding ambition of running of cultures. These endeavours includ- Ihr Thomas Röttgermann, football in such an integrated way that we ed organising a training camp for the Managing Director establish ourselves permanently as one of VfL Football Academy in Mexico. In ad- of VfL Wolfsburg-Fußball GmbH the top international clubs. dition, we also had football academy players from China Success boosts our commercial strength as our guests: an important and attractiveness, and makes us figures enough occasion to attract of admiration. This also enables us to sat- the attention of the Pres- isfy our corporate social responsibility ident of China Xi Jinping, (CSR) even more intensely, and to do so who came along to the Ber- with the incorporation of as many people lin Olympics site to watch the as possible. On our first Volunteers Day for young Chinese team playing instance, we worked together with players our youth squad. We are also and the club office employees to restore the only German club to be- the grounds of TSG Calbe destroyed when come a founder member the Saale river burst its banks. Moreover, of the “European Football we have incorporated CSR objectives in for Development Network” the annual targets agreed with our em- (EFDN). ployees and managers, to work together to achieve more sustainability at VfL. As Transparency and dialogue an event organiser as well, we always think are also integral parts of in terms of society. This includes our con- our ambition to act as a role tinued commitment to inexpensive, af- model on CSR matters. This fordable ticket prices for people from all progress report is intend- sections of society. ed to make a contribution to achieving this aim. We warm- We bundle our social commitment within ly welcome you to read it crit- the “Moving Together” initiative – which ically and to let us know what 6 |

A strong team in green and white: the Bundesliga team of VfL Wolfsburg enjoyed its second best season in 2013/14 since being promoted to the first division 17 years ago, enabling it to qualify for the Europa league.

season in its 17 years in the Bundesli- ga, and rewarding it with qualification for SPORTING the next Europa League competition. It is only the second time since winning the championships in 2012 that VfL Wolfs- DEVELOPMENT burg has taken part again in an interna- tional competition.

The key aspect of VfL Wolfsburg’s CSR WOLFSBURG AGAIN In addition, VfL got as far as the semi-finals strategy is sporting success. This provides QUALIFIED FOR EUROPE of the DFB cup twice during the report- the club with the commercial basis for its ing period, during the course of which its social commitment. Success at the highest After the restructuring of the sporting level strong performances won a great deal of levels in sport also endows the club with the at the end of 2012 with Klaus Allofs as the friends and respect throughout . reputation it requires to act as a role model new Managing Director Sport and Com- Overall, VfL Wolfsburg is enjoying a clear for positive social change. The Bundesliga munication and Dieter Hecking as the upward trend. This is verified by the sales team is and remains the nationwide poster new head coach, the Bundesliga team figures for season and day tickets, the ex- child of the VfL and the whole region. With has been continually making progress cellent sales of merchandising products, its return to the international football stage towards the top, in the direction of inter- and the acclaim of fans everywhere when and a strong 2013/2014 Bundesliga sea- national competition. The first milestone: the green-and-whites show up. son, VfL has gained even more in authority. a tolerable eleventh place position in the But bringing thrills to the pitch is not solely 2012/2013 season. In the second half of RECORD HAUL IN in the hands of the male Bundesliga stars the season, VfL only left the pitch as a los- WOMEN’S FOOTBALL playing in green and white: the VfL wom- er on three occasions, remaining unbeat- en’s team has been playing with the high- en in the last ten games of the season. The VfL women’s team boasted an un- est possible success at an international lev- precedented run of success during the el since the 2012/2013 season, winning VfL continued this upward trend in two preceding seasons. Although never five of six possible titles – a very impressive the 2013/2014 season. Rounded off having won a title before at this level, the overall performance. During the report- with a home victory against Borussia women’s team began with an impressive ing period, the U19 and U23 teams also Mönchengladbach on the last match of 2012/2013 Bundesliga season: the Ger- played very successfully in their leagues, the season, Wolfsburg occupied position man championship was already firmly in each winning their championships. five in the table to make it its second-best their hands eleven days before the last 6 | 7 DEVELOPMENT

The VfL Wolfsburg women’s team wrote itself into the history books during the last two seasons: they won the triple in 2013 by becoming German Champions, and winning the DFB Cup and the UEFA Women’s Champions League; and in 2014 they defended their German championship title and successfully retained the Champions League trophy. MILESTONES

Bundesliga team returns to international competition 2014

Bundesliga team reached the DFB cup semi-finals in 2013 and 2014

Champions League title for the women’s team 2013 and 2014

German Championships won by the women’s team 2013 and 2014

DFB cup 2013 won by the VfL women’s team

VfL U23 team win the North ond season in a row. This time, however, Championships things stayed exciting right up to the last minute: the crucial encounter with their U19 becomes direct competitor 1. FFC took German champion place at the last match of the season. And for the second time the winning for the final 2:1 result (3 June 2013) Successful youth work: the U19 team only fell shortly before the final whistle. became German Champions in 2013, And another record: with 12,464 spec- and reached the semi-final in 2014. This tators in the completely full VfL stadium year, the U23 team won the league title on the Elsterweg, the match boasted the in the restructured Regionalliga. largest number of spectators in the histo- ry of the women’s Bundesliga.

U19 JUNIORS AND U23 OUTLOOK match. And nobody could foresee at this NORTHERN CHAMPIONS time that the team trained by Ralf Keller- VfL’s objective for its mann would also win the DFB cup and For the second time since 2011, the U19 Bundesliga team is to the UEFA Women’s Champions League team became German champions on 23 establish itself in the trophy, to become the first German foot- June 2013. The final match took place international football ball team ever to win the triple – and that in the DKB Arena in Rostock in front of business in the long term. at their first attempt. a record number of spectators totalling To achieve this, VfL is not 18,500. In an exciting match, the VfL jun- only planning investments One year later, it became impressively ior team beat FC Hansa Rostock 3:1 in in the first team, but also clear that the women’s team could justifi- extra time. They therefore qualified for across the whole width of ably consider itself one of the best teams the championships in 2013/2014 which the squad. This strategy also in Europe: the women’s Bundesliga team they unfortunately lost in the semi-final. includes the junior teams. in the VfL Wolfsburg colours succeed- The VfL U23 team played in the North Di- The new VfL centre and ed in defending its Champions League vision of the Regionalliga restructured by the women’s/U23 stadium, title – another unprecedented triumph the German Football Association, enjoy- herald a new era in the by a German football team. The women ing a good 2012/2013 season by winning promotion of junior and also won the championships for the sec- the championships in 2014. professional players. 8 |

STRATEGY AND MANAGEMENT

CSR OBJECTIVE STATUS IMPLEMENTATION STATUS

+ External inspection of critical products in the merchandising sector Expansion and establishment of quality assurance in the merchandising sector – The club has a less than complete record so far in upholding its responsibilities for the supply chain.

(Long-term) conversion of 10 % + Implementation of certified fair trade chocolate products of the merchandising products – No “home-game shirt” made from sustainably produced materials could to fair trade products be procured for the 14/15 season.

+ Implementation of a software solution for data management has been prepared Implementing data management + Contract negotiations were successfully closed with a provider for a non-financial data for non-financials (paper, emissions, management system water, etc.) – Data management for the administration office, , and Elsterweg stadium have not yet been merged.

+ ”Brand manual” published containing guidelines on the standardised handling of the “VfL Wolfsburg” brand. Sustainability is the highest priority of this manual. Boosting the popularity of the club + Presentation and implementation of the club’s brand values at a brand event. + Brand topics communicated via the VfL website 8 | 9 STRATEGYRUBRIK

RESPONSIBLE GOVERNANCE

Responsible management is the key to sustainable success – in the sporting world as well as commercially. The Forsa survey in May 2014 verified the strong interest of society in strategic governance topics: 78 per cent of the surveyed people expect that football clubs enter co-operation agreements with partners. 74 per cent want football clubs to provide the public with information on the club and its activities. VfL Wolfsburg satisfies these expectations by publishing its CSR report to promote transparency. It also places co-operation and partnership with other organisations in the centre of its actions revolving around its commitment to the initiative “Moving Together”.

In February 2013, VfL Wolfsburg pub- lished its first CSR/sustainability report and enjoyed a world premiere in do- ing so: VfL is the first ever football club whose reporting satisfies the criteria de- fined by the Global Reporting Initiative (GRI). In the report, the club commits itself to a continuous improvement in its social, environmental and economic performance, and provides information on the key sustainability metrics to the public at large interested in football, and its employees.

CSR REPORT AS THE Michael Winter (Stakeholder Reporting) alongside Thomas Röttgermann, Dieter Hecking, Klaus Allofs and Wolfgang Hotze, presenting STIMULUS FOR SUSTAINABLE VfL Wolfsburg’s first sustainability report in 2013. DEVELOPMENT

The report was presented by the man- But the report should not only be seen as round,” explains Thomas Röttgermann, aging directors Wolfgang Hotze, Thom- a pure communications instrument: the Managing Director VfL Wolfsburg. “It is as Röttgermann and Klaus Allofs at an process involved in preparing the report well worthwhile investing in social and employee meeting. The report was then itself helped raise awareness further of environmental responsibility, because handed out to the employees. The event the sustainability philosophy at VfL Wolfs- responsibility is the foundation for trust, became one of the highlights of the sus- burg. It became the stimulus for learning team spirit and success – in the sporting tainability communications, which is ex- processes in various departments and for world as well as commercially.” The sus- tremely broad-based at VfL: sustaina- internal dialogue. This stimulus helps the tainability report captured a great deal of bility aspects are a regular item on the club progress towards its objective of be- public interest. In October 2012, VfL’s re- agenda of the department and manage- coming even more sustainable and suc- porting was awarded the German Local ment meetings, and are also mentioned cessful from the inside out. “Some Bun- Sustainability Prize “ZeitzeicheN” in the in the VfL’s announcements and bulletins desliga clubs still consider sustainability “Business” category at the Netzwerk- amongst others. to be a cost factor. We see it the other way 21Kongress. 10 |

Nico Briskorn (2nd from left), Corporate Social Responsibility Manager at VfL Wolfsburg, accepting the “ZeitzeicheN” German Local Sustainability Prize in the Corporate category in autumn.

The Chinese President Xi Jinping and Martin Winterkorn, Volkswagen AG CEO, at the “Wolfsburg United” match in Berlin.

AWARDS FOR SUSTAINABLE ros in social and societal projects in the was of nationwide significance. As part of ACTIVITY 2012/2013 season. This also includes the the programme of talks, Nico Briskorn, costs for free tickets, advertising space Corporate Social Responsibility Manager, VfL received several awards for its com- and rooms made available free of charge, informed the visitors to the forum about mitment to sustainability during the re- and projects involving VfL partners. VfL CSR communications using VfL Wolfs- porting period. Of special significance has reached around 100,000 people so burg as an example. in this context is the CSR label award- far with this initiative. Other CSR expendi- ed amongst others by the Pro Hannover tures include its environmental com- VFL’S SUSTAINABLE Region Business Development Associa- mitments and measures to promote the BRAND IMAGE tion. The prize is awarded for social and health of children and young people by environmentally responsible activities by exercising, such as the “Muuvit” health With the publication of the “Brand Man- businesses. The award to VfL Wolfsburg adventure. VfL Wolfsburg enjoys the num- ual” in April 2014, VfL Wolfsburg issued honoured in particular its continuous and ber one position in the league in this re- guidelines for the standardised use of its co-ordinated efforts to develop sustaina- gard: according to a study by the Bunde- own brand for the first time. The Brand bly. These features are also characteristic sliga Foundation in 2013, only three other Manual forms the basis for internal as of the “Moving Together” initiative. This is clubs in the Bundesliga invested more well as external communications, where the umbrella under which the club sup- than one million Euros per year in social it is intended to safeguard the identity ports a wide range of socially important and societal projects. and values of the club. The highest pri- projects involving selected issues which ority in this regard is the following com- are closely related to the club’s core activ- MANY CHANNELS USED FOR mitment to sustainability: “Sustainably ities. A regional study by the EBS Univer- STAKEHOLDER DIALOGUE successful. We are not oriented to short- sity for Economics and Law prepared in term successes and partnerships. Our 2014 also verified that VfL’s commitment In addition to the broad communication intention is for these to develop on the to sustainability is also acknowledged by of the “Moving Together” claim, includ- basis of healthy growth. During our daily its fans: 87.3 per cent consider their club ing on the shirt sleeves of the profession- activities, we take care to conserve envi- to definitely be one of the top five in the al players, VfL makes use of a wide range ronmental resources.” Bundesliga when it comes to its social of other instruments to maintain a target- commitment. ed dialogue with stakeholders. During the The values defined in the VfL Wolfsburg reporting period, it participated in the sci- Brand Manual were presented to the “MOVING TOGETHER” FOR entific publication “CSR and sports man- employees during a brand event using THE WELLBEING OF SOCIETY agement”. VfL managers have also given the Wolf’s Up collection as an example AS A WHOLE numerous talks at scientific conferenc- (see P. XX). The fashion collection from es and the meetings of sustainability ex- the “Frau Wagner” Berlin fashion label As part of its “Moving Together” activi- perts. The presence of VfL on its own is based on the principle of upcycling. ties, VfL invested almost 1.3 million Eu- stand at the CSR Forum 2014 in Stuttgart The designs are based on the old foot- 10 | 11 STRATEGY

ball shirts of the professional players of VfL Wolfsburg is the only club from Ger- VfL Wolfsburg. many to become a founder member of MILESTONES the network for football clubs in Europe GROWING INTERNATIONAL committed to social responsibility. Oth- Upcycling – fashion COMMITMENT er members include Arsenal FC, Fulham collection “Wolf’s Up” FC, Tottenham Hotspur and Feyenoord With “Wolfsburg United”, VfL Wolfsburg Rotterdam. The objective of the net- Integration of has been running what is still a globally work is to exchange technical know-how sustainability objectives unique social sponsoring project with- and to jointly implement CSR projects. in job target appraisal in the football business since the begin- The main activities of the network also discussions with employees ning of the 2012/2013 season. “Wolfs- include joint applications for European from the beginning of the burg United” is the way the club combines funding, the establishment of an EFDN 2014/15 season globally active sponsoring in a unique ap- internet platform, and to establish a prize proach with the attractive Bundesliga for the best CSR club projects. The first Instigating a Forsa survey football advertising platform and UNICEF, official EFDN meeting took place on 23 on the social commitment the international children’s charity of the April 2014 in Rotterdam. The main focus of clubs in the football United Nations. Since the beginning of the of this meeting was the philosophy of the Bundesliga in Germany 2012/2013 season, VfL has marketed for network and the societal activities of the (March 2014) this purpose a pitch advertising hording clubs. The next meeting was scheduled specially installed for this purpose at the for September 2014. Announcement and edge of the pitch in front of the team box- publication of codes of es where the coaches sit. Part of the rev- MEETINGS AND conduct and anti-corruption enues – around Euro 250,000 within the DIALOGUE WORLD-WIDE and cartel law regulations, first two years – is passed on to UNICEF. as well as training courses This has so far enabled various projects to The VfL Football Academy is also on the and the distribution of be implemented, including a project to in- look-out for international co-operation. training material by the tegrate disabled children and young peo- Roy Präger together with the VfL Foot- compliance officer ball Academy team visited the Mexican club Balven- 2nd plenary meeting “INVESTING IN SOCIAL era V-fútbol in Santiago de of CSR managers of Querétaro on 22 April 2014. the Bundesliga clubs in AND ENVIRONMENTAL They organised a training Wolfsburg. RESPONSIBILITY IS camp in Mexico together (November 2013) with the footballing manag- WORTHWHILE”. ers of the club. In July 2014, Brand event to get across Thomas Röttgermann, Präger also organised a Foot- the brand values to all Managing Director VfL Wolfsburg ball Academy course at the employees (02.04.2014) Swiss training camp of the VfL professional team in Bad ple in Brazil, as well as the sponsorship of Ragaz. Around 30 footballing children the “Schools for Asia” campaign in China. from the localities around the training camp took part in the event. The biggest highlight so far of “Wolfsburg United” was a German-Chinese youth In addition, the head of CSR and the OUTLOOK football match which took place in March sporting manager of the Junior Players 2014 at the Berlin Olympic Games site. Training Centre welcomed a delegation By the end of 2014, VfL The spectators included Xi Jinping, the from several partner organisations from Wolfsburg plans to hold Chinese President, the VW CEO Martin South Africa in May 2014 as part of the a Sustainability Day with Winterkorn, and the President of Volkswa- “Popular Sports” exchange programme. partner companies and ex- gen Group China. The exchange programme included ternal experts with the aim meetings with high ranking sports man- of presenting its CSR com- The “European Football for Development agers, politicians, and coaches, as well mitment and to stimulate Network” (EFDN) also stands for inter- as representatives of NGOs and sports the mutual exchange of ex- nationalisation in the context of CSR. associations. perience. 12 |

EMPLOYEES

CSR OBJECTIVE STATUS IMPLEMENTATION STATUS

Incorporation of the sustainability + Definition and integration of new sustainability objectives in the target agreements objectives in the target agreements defined for management and employees defined for management and employees

+ Active support for trainees by providing preparatory courses to help them with their examinations Expanding the vocational training for players + Employing former professional players in the VfL administration department and in the Football Academy

+ Organising the first VfL Health Day Sponsoring sporting and health promoting offers for employees + New organisational instructions for health and occupational safety, as well as the implementation of new occupational safety regulations

Expand further education measures + Expansion of the range of offers for individual, personally arranged further education possibilities for employees – No further education measures focusing specifically on sustainability were made available.

+ Implementation of the first, joint Volunteer Day Implementing a corporate + Elaboration/development of a concept for a corporate volunteering programme volunteering programme – A corporate volunteering programme has not yet been implemented. 12 | 13 EMPLOYEES

BRINGING TOGETHERNESS ALIVE

CSR not only means fair working conditions and secure long-term outlooks for the players, trainers and administrative staff of VfL Wolfsburg, it also enables them to make the club and the region for which it stands fitter for the future. As the only Bundesliga club with an officially organised employee representation, VfL Wolfsburg therefore places its employees at the heart of its social commitment. The club also highlights its pioneering CSR philosophy with its corporate volunteering commitment.

At the start of its future corporate vol- unteering programme, VfL Wolfsburg launched the first volunteers day on 18 September 2013. This was urgently or- ganised in response to the June floods which affected the Elbe river and other rivers in Central Europe.

DOING VOLUNTARY WORK TO BOOST THE FEELING OF TOGETHERNESS

This flooding destroyed “IT IS IMPORTANT THAT WE the livelihoods and homes of many peo- ALL GET TOGETHER AND DO ple. In addition, the SOMETHING JOINTLY FROM pitches and buildings of TSG Calbe south of TIME TO TIME.” Magdeburg were also Dieter Hecking, head coach of VfL Wolfsburg destroyed. Players, trainers, managers and employees of the VfL administration office sion for the professional footballers: “It is cellent if one can achieve this in combina- rolled up their sleeves to make the pitch- important that we all get together and do tion with such a splendid cause.” es of this small club playable again. Vol- something jointly from time to time. As pro- unteers were joined by managing directors fessional footballers we have a very privi- The campaign carried out under the Klaus Allofs, Wolfgang Hotze and Thom- leged life. For some, doing work of this kind “Moving Together” initiative umbrella (see as Röttgermann. The head coach and all brings back memories of their own youth below) was enthusiastically received by all of the VfL’s licensed players also joined in experiences when they had to join in and of the participants. It is and always will be to reinstate the TSG Calbe grounds. Head pull together to get something done. In my a very special occasion when the admin- coach Dieter Hecking explained why the opinion, it does no harm to reflect on these istrative staff can work together with the voluntary help was also a welcome diver- beginnings from time to time. And it is ex- players to get something worthwhile done. 14 |

“MOVING TOGETHER” ALSO training courses in swimming techniques, “Prevention Prize Sport” category by the GIVES LIFE A HEALTHY LIFT and supports the traditional office kick- Administrative Employer’s Liability Insur- INSIDE THE ORGANISATION about tournament on Wednesdays. ance Association (VBG). VfL sees this award as a sign that it is pursuing the right VfL Wolfsburg also gets its employees mov- “Moving Together” also includes the mu- course, as well as seeing it as a milestone ing – for their health, for the environment tual commitment of VfL employees to one to motivate the club further to improve oc- and for a good cause. The club boasts an another: one aspect in this context in- cupational safety even more. exemplary status throughout the league in volved the members of the training team this aspect. On 27 April 2014, VfL organ- and 15 players having tests in February LIFE IS NOT JUST ised a CSR “Moving Together” campaign 2013 to register as bone marrow donors. ABOUT SPORT day concerning many aspects of cycling To carry out the tests, the club permitted at the home match against Borussia Dort- the German Bone Marrow Donor Register VfL Wolfsburg also has the ambition to en- mund. An appeal was sent out to fans and (Deutsche Knochenmarkspenderdatei sure that its players also have a profes- spectators to leave their cars at home and gGmbH, DKMS) to use the visitors’ chang- sional future even after the end of their come to the stadium by bicycle instead. ing rooms. In addition, the first blood do- football playing careers. The school and Members of the admin office as well as nation campaign with the German Red vocational training provisions made by VfL Sport Managing Director Klaus Allofs and Cross (DRK) was also announced to take on behalf of its junior players are there- the training team headed by head coach place on 4 September 2014. fore one of the club’s key priorities: 42 VfL Dieter Hecking all took part in this bicycle junior players attended the open all-day campaign, which enjoyed a large amount REORGANISED OCCUPATIONAL school in spring 2014. This accounts for of media publicity in advance. HEALTH AND SAFETY around 45 per cent of the junior players

In addition to skin protection and office er- VfL Wolfsburg has been governed by new gonomics, the first VfL Health Day on 25 occupational safety regulations since No- June 2014 also included healthy food on vember 2013. The management received 1,298 DAYS OF the agenda. The employee feedback on the necessary training required to imple- SICK LEAVE the Health Day was unanimously positive. ment these new regulations. The organi- in 2013 – with and without This motivated the employees to agree on sational instructions and responsibilities continued payment of wages. the joint implementation of some of the rec- covering occupational health and safety This corresponds to 8.2 days ommended health-promotion measures. protection were also revised. Efforts made per employee. The German in this direction by the club were acknowl- average is 11.5 days* To help their employees gain more en- edged by receipt of the bronze Occupa- joyment from exercising, the club offers tional Safety Protection Prize 2014 in the 138 DAYS TRAINING AND FURTHER TRAINING in 2013 – total duration of the The fan liaison officer Holger Ballwanz, and Fabian Wohlgemuth, head of the further training measures VfL Junior Players’ Training Centre (1st and 2nd from right) at the podium discussion on the play “End of a Dream” which uses football as an example of how big dreams are always at risk of turning sour.

* Source: AOK Scientific Institute (WldO), Sick Leave Report 2013 14 | 15 EMPLOYEES

from the U19 to U14 squads. Six players other aspects, in order to hope to succeed sation of trips to away games is one of the simultaneously attended the Ratsgymna- in professional football. Our junior player main aspects of the “internal fan work”. sium grammar school, and six members concept therefore pursues an integrated The biggest campaign undertaken by the of the junior and women’s teams under- training and support approach. Talented employee fan club to date was a visit to the took apprenticeships at the VfL Wolfsburg young players need comprehensive sup- final training session of the VfL profession- administrative office. Other junior players port and assistance – on and off the pitch.” al team ahead of the DFB cup semi-final are doing apprenticeships with other busi- match in 2013, to enable the employees ness enterprises in the region. VfL also VfL Wolfsburg helps its players cope with to personally support their team. provides focused preparatory courses to the very high expectations made of them. prepare players attending vocational col- They also receive psychological support, leges for their examinations. and the supervisors of the junior players

MILESTONES “TALENTED YOUNG PLAYERS NEED COMPREHENSIVE SUPPORT AND 1st Corporate Volunteering Day ASSISTANCE – ON AND OFF THE PITCH.” (18.9.2013) Fabian Wohlgemuth, head of the Junior Player Training Centre of VfL Wolfsburg New organisational instructions for are in intense contact with their parents. occupational health VfL professional players also have oppor- Providing assistance in solving psycholog- and safety protection tunities of gaining employment in the ad- ical crises associated with an intense train- (November 2013) ministrative office, the Football Academy ing regime is, however, a challenge which or amongst the VfL partner organisations concerns society as a whole. VfL therefore VBG Occupational Safety at the end of their playing careers. On 1 sees it as one of its responsibilities to use Protection Prize 2014, April 2013 for instance, the in the large amount of attention it attracts bronze award in the the women’s team, , was from the public at large to communicate “Prevention Prize Sport” hired by the VfL administrative office. In this problem. VfL Managing Director Thom- category addition to her ongoing activities as a play- as Röttgermann is therefore a member of er, she has been working part-time doing the board of trustees of the Robert-Enke Signing of the “Charta of administrative work for the Junior Player Foundation whose activities include raising Diversity” (April 2014) Management Department where she is awareness of depression. At the beginning involved in the planning of scouting and of 2014, VfL also sponsored a touring pro- school tournaments. The Football Acad- duction at the theatre in Wolfsburg of the emy was also strengthened in 2014 by a play “End of a dream”, performed by the OUTLOOK former VfL professional footballer in the Theater der Jungen Welt from Leipzig. At shape of Frank Greiner. the end of the performance, VfL managers To round off the “360-de- joined in discussions with the audience on grees assistance” of its PSYCHOLOGICAL the psychological stress to which profes- players, VfL Wolfsburg SUPPORT FOR PLAYERS sional footballers are exposed, and meas- intends to enlarge its edu- ures which can be implemented to provide cation and further educa- Football is everything. Players are ex- possible relief. tion concept with the option posed to an enormous amount of peer of studying at a universi- pressure. Not everyone can cope with THIS FAN CLUB ty. Discussions are being this pressure, as sadly demonstrated by GETS RIGHT UP CLOSE held on implementing a the cases of Robert Enke and Sebastian sports management certifi- Deisler. “The path to becoming a profes- The VfL Wolfsburg employee fan club es- cate course in co-operation sional footballer today is quite different to tablished in 2012 has enviably good rela- with the University of Ost- what it was 20 years ago,” explains Fabian tionships to what goes on in football. VfL falia in Wolfenbüttel. The Wohlgemuth, head of the VfL Junior Play- provides the 28 members of the fan club aim is to look at aspects of er Training Centre, “young players have to with organisational support to promote the course from a practi- commit many hours to the sport even from the close links between its employees and cal point of view, and make the age of twelve, at the expense of many the sporting success of VfL. The organi- them available to employ- ees and VfL players. 16 |

First team player Naldo with one of the unique items of clothing from the “Wolf’s Up” collection: VfL working together with the Berlin label “Frau Wagner” designed a fashion line made from recycled football shirts and unsold kit. This creatively brought the topic of sustainability alive in a visible, tangible and wearable way.

ENVIRONMENT

CSR OBJECTIVE STATUS IMPLEMENTATION STATUS

+ Reduction of direct and indirect CO2-emissions by more than 24 % in the 13/14 season

(This takes into consideration all direct CO2 emissions associated with combustion in the club’s

own facilities, as well as indirect CO2 emissions associated with purchased energy Reducing the club’s direct CO2 emissions (e.g. electricity and district heating). ) by 25 % compared to calendar year 2011, + Improved metering of electricity consumption to enable more effective control and achieving this target by the end of the of energy-saving measures. 17/18 season + Implementation of a bicycle promotion campaign as part of the Sports Action Day of the CSR initiative “Moving Together”, to motivate spectators to reduce their mobility-associated

CO2 emissions.

Expanding the waste separation activities + Implementation of collecting containers for disposable mugs to simplify subsequent recycling. in the Volkswagen Arena – Caterers have not yet been integrated within the waste separation system in the VW-Arena.

+ Electricity savings by using LED lights + Reducing paper consumption and lowering electricity consumption Conserving natural resources by implementing green IT measures + Analysis to develop a new resource-conserving printing concept

Supporting and taking into consideration + Taking into consideration energy-efficiency standards when constructing the latest efficiency standards for new the VfL U23/women’s Bundesliga stadium, as well as the training centre. buildings in particular 16 | 17 ENVIRONMENT

GREENER FOOTBALL

According to a Forsa survey, 48 per cent of German inhabitants think that football clubs should support environmental protection. VfL Wolfsburg is convinced that rigorous environmental protection within its own organisation forms the basis for maintaining its credibility for environmental protection internally and externally. The club has therefore pushed forward rigorously with its environmental projects and thus achieved a significant amount of progress during the reporting period.

Two years after calculating its CO2 foot- In addition to a total footprint, VfL also cal- WATER CONSUMPTION print for the first time, VfL Wolfsburg hired culated the CO2 balance for its Stadium total Arena and fan house CO2OL to undertake a new CO2 balance Festival in 2013. This led to the emission 2013: 53,465 m³ for the 2013/2014 season. of 137 tonnes CO2 for all aspects including of which grey water travel to the festival (77 tonnes CO2), cater- RENEWED CO FOOTPRINT ing for the visitors, exhibitors and service 2013: 20,677 m³ 2 from the Mittellandkanal providers, not to mention waste disposal for sprinkling This revealed that the emissions caused and printing paper documents. VfL com- Waste water volume directly or indirectly by VfL had declined pensated for these emissions by purchas- 2013: 9,625 m³ by more than 24 per cent overall com- ing certificates for the “CO2OL Tropical pared to the 2011 calendar year. This drop Mix Reforestation” climate protection pro- was largely achieved by the complete con- ject in Panama. VfL also uses this proce- version to eco-electricity from the middle dure to make all of the events arranged in proved the electricity metering infrastruc- of 2011, as well as numerous separate the Arena by third parties climate-neutral. ture in the Arena and fan house since measures to improve energy efficien- 2013: this involved the installation of five cy throughout the organisation. Howev- However, the costs involved in compen- new metering points, for instance for the

er, our CO2 footprint also includes other sating for emissions are only justified modules for floodlighting the pitch. In ad-

CO2 emissions which we can only influ- when all of the other options for avoid- dition, options for generating renewable ence to a limited degree. These include ing or reducing them at reasonable ex- energy using solar thermal, photovoltaic

the CO2 emitted by our spectators travel- pense, have been completely exhausted. or mini wind turbine technologies have ling to and from the matches. These emis- VfL’s strategy is therefore to primarily use also been examined. However, this anal-

sions have been calculated to be much CO2-saving measures, such as the use of ysis clearly showed that the installation of higher in 2013/2014 than in 2011. This energy-saving technologies in the arenas generators of this kind on the VfL centre had an impact on the total VfL footprint which rose from 8,305 to 19.581 tonnes

of CO2 equivalent. However, the differ- ence is not due to real effects, but to the “A NEW PHILOSOPHY IS REQUIRED TO use of a different method of recording fan HARNESS TECHNOLOGICAL ADVANCES mobility at home matches: unlike in 2011 when a representative survey of specta- FOR MORE SUSTAINABLE FOOTBALL.” tors wwas carried out on location at one Maik Rummel, Technical Director Volkswagen Arena home match, it was only possible to carry out an online questionnaire in 2013/2014 because of the summer break. It is there- and training centres. VfL also appeals to and in the mini cannot be re- fore not possible to directly compare the its fans to travel to the matches using low- alised because of the absence of finan-

findings in 2011 and 2013/2014. How- CO2 means of transport. cial support from sponsors. Moreover, the ever, it does highlight the urgency to im- analysis also revealed that the roofs are plement additional measures to make fan To acquire a better database to control too small for the economic operation of mobility more climate-compatible. the energy saving measures, VfL has im- photovoltaic systems. 18 |

POWER CONSUMPTION total Arena and fan house sions generated by travel to and from the tle, to present the CSR initiative. The CSR 2013: 4,314,003 kWh stadiums at the matches in which it is in- initiative was also present on the pitch: the volved. Although this offer has enjoyed “Moving Together” logo featured on the NEW: DISTRICT HEATING wide publicity, it has only been used by warm-up shirts of the professional players 2013: 2,562,000 kWh very few spectators so far. VfL therefore and the T-shirts of the mascots. terminated the contract with the provid- er for the 2014/2015 season. However, GREEN IT the club is still endeavouring to create al- ternative offers, and held many discus- When purchasing hardware and software, sions during the reporting period for this and IT services, the club is committed to purpose. Kristian Mallon, Infrastructure using the solutions which minimise ener- and Organisation Assistant comments: gy consumption. It also began to stream- “Most of the visitors in the stadium are line its own service infrastructure in Octo- primarily interested in the success of ber 2012 by virtualising most of its servers their team and enjoying the football. So- – in other words replacing the servers by cial responsibility takes second place. It special server software. This measure en- is therefore important to make climate abled the number of physical servers to and resource saving as easy as possible be reduced from 20 to 12 – and save a for them.“ great deal of energy at the same time.

BICYCLE CAMPAIGN ON New PCs or printers procured by VfL SPORTS CAMPAIGN DAY Wolfsburg have to display the “Green IT” Martina Müller, Klaus Mohrs and label. Almost 100 per cent of such devices were the patrons To motivate the spectators to travel purchased by VfL during the reporting pe- of the “On your bike to the match” to matches using climate-compatible riod bore the “Green IT” label. This qual- campaign. means of transport, the club appealed ity label is only given to particularly ener- to all of its fans to come to the Volkswa- gy-saving devices, including those which gen Arena by bicycle at its match against switch-off components such as hard CO -SAVING OFFERS FOR 2 Borussia Mönchengladbach on 27 April disks or monitors when they go into stand- STADIUM VISITORS 2013. VfL dedicates one match per sea- by mode. Moreover, VfL mainly uses re- son to the CSR initiative “Moving Togeth- source-saving printers which have ton- Even though the fan mobility data col- er”. The focus this time included bicycles er cartridges with no integrated printing lected for 2011 and the 2013/2014 sea- as environmentally-friendly and healthy head. This means that the printing heads son cannot be compared directly be- means of transport. In the run-up, the do not have to be replaced every time a cause they were captured using different broad-based campaign was publicised cartridge is changed. The toner cartridg- methods, they do highlight one thing very on posters featuring the VfL team captain es are also recycled after use. clearly: the main CO emissions generat- 2 Diago Benaglio alongside Martina Müller ed by spectators involve their journeys from the women’s Bundesliga team. As an RESOURCE-EFFICIENT to and from the matches. It is therefore additional incentive, cyclists had the op- BUILDING MANAGEMENT important to develop climate-compatible portunity of having their bicycles inspect- mobility solutions for the fans. One of the ed free of charge by experts at the north Heating, ventilation, lighting and toilet measures implemented by VfL to achieve side of the Arena. flushing all consume a great deal of en- this is to combine its season tickets with ergy and water. There is therefore major public transport passes for free use of Some of the fans took part in the cam- potential for making significant savings in bus and trains when travelling to and paign despite the bad weather. And even stadiums and training centres. To achieve from all matches. A survey revealed that though the hoped for broad participation this, VfL has put together a comprehen- the free use of bus and trains was a very failed to come about, the overall public sive package of measures: these include important or significant reason for 48 per awareness of the campaign was positive. replacing neon lighting in the underground cent of all holders to purchase the season car park with LED lights to save a consider- tickets. 87.1 per cent of the spectators VfL Managing Director Thomas Röttger- able amount of electricity. Around 25 per are aware that the season ticket holders mann and lord mayor Klaus Mohrs used cent of the lighting in the underground car also have these combined tickets. VfL the stadium show – the around 100-min- park has now been replaced by LED light- Wolfsburg also has an offer on its mobil- ute-entertainment programme before the ing, leading to annual electricity savings of ity platform to compensate for the emis- match, at half-time, and after the final whis- around 3.06 MWh. The previous lighting 18 | 19 ENVIRONMENT

has also been partially replaced by LED three years. In its opinion, the bio-plastic lights in the outdoor area around the new (PLA) mugs were no real alternative from stadium and in the VfL club offices. an environmental point of view for the re- source-saving returnable mug systems. As the future leaseholder, VfL has also However, VfL reached its decision on the specified the use of energy-efficient tech- basis of a crucial safety aspect: the harder nologies in the design for the new VfL sta- returnable mugs were used as missiles by dium for the U23 and women’s Bundesli- some of the spectators. To avoid this, and ga team, as well as their training centre. to reduce the chances of someone be- The main focus here is the use of LEDs, coming injured, VfL therefore reached a as well as a range of solutions for ventila- decision in favour of the disposable mugs. tion control, and the use of residual heat VfL is intensely committed to minimising MILESTONES from the heating system for various pur- the environmental consequences of this poses including pre-heating the pitch measure until a more environmental- Bicycle campaign for heating system. Maik Rummel, the Tech- ly-friendly alternative can be found. And stadium visitors as part nical Manager of the Volkswagen Arena to ensure that as many of the disposable of the “Moving Together” explains VfL’s approach in this context: mugs are recycled, it has purchased spe- match day (27.04.2013) “A new philosophy is required to harness cial collecting bins and given the fans an incentive to place their disposable mugs technological advances to make football Calculating a CO2 footprint for the VfL Stadium Festival 2013 “WE WANT TO MAKE CLIMATE AND Award of the acknowl- RESOURCE SAVING AS EASY AS POSSIBLE edgement certificatefor FOR OUR STADIUM VISITORS.” above average commitment in the “Office and Environ- Kristian Mallon, Infrastructure and Organisation Assistant ment” competition category at the Paperworld show (28.01.2014) more sustainable. I therefore talk regularly in these bins: our partner, Fels Recycling to my colleagues in the football leagues to GmbH, will donate 25 Euros to the VfL’s Publication of the find out which options are available at rea- junior player assistance programme for “Sustainability in supplier sonable expense for reducing CO2 emis- every 1000 mugs placed in the bins. relationships” brochure sions, resource consumption and costs, (April 2014) at the same time as enhancing the com- RECYCLING: OLD FOOTBALL fort for players and spectators.” SHIRTS TURNED INTO HAUTE COUTURE DECISION IN FAVOUR OF DIS- POSABLE BIO-PLASTIC MUGS Fashion trends usually start in a small way. OUTLOOK The exclusive “Wolf’s up” shirts, caps and In early 2014, the Deutsche Umwelthilfe scarves made by the Berlin fashion de- Der VfL Wolfsburg beab- (DUH) (German environmental aid organ- signer Susanne Wagner do, however, have sichtigt, sich an den Planun- isation) criticised the decision reached by what it takes to capture people’s imagina- gen der Stadt zur Renatu- VfL Wolfsburg to abandon the system for tion. Tailored from used football shirts of rierung der Aller zwischen returnable mugs in the stadium after only the VfL Wolfsburg professional team, and Vorsfelde und dem Allersee combined with certified organic cotton, zu beteiligen. Er will hierbei the designs are a successful mixture of seine Stellung in der Stadt style and sports. And even though the di- nutzen, um das Projekt zu VOLUME OF WASTE rect reduction in environmental impact is unterstützen und PR-tech- per match day still barely tangible because of the small nisch zu begleiten. Eine 2013: approx. 4.13 t numbers involved, VfL is sending out an Beteiligung ist aus Sicht des residual waste important message with its support: en- VfL auch deshalb sinnvoll, Approx. 160 m3 paper thusiasm only becomes really enjoyable da der Verein selbst „Aller- when combined with responsibility. nutzer“ ist. 20 |

SOCIETY

CSR OBJECTIVE STATUS IMPLEMENTATION STATUS

+ Integration of new partnership schools in the VfL-Wiki + Contracting out a nationwide learning motivation study, including an assessment Further development of the VfL-Wiki of the success of the VfL-Wiki + Implementing a project for all schools on the subject of a virtual writing conference

+ Development of an environmental route for teaching purposes where children and young Further development of Muuvit people can follow the trail of the wolves + VfL Wolfsburg becomes a nationwide Muuvit partner in the sport segment

+ Integration of 14 new partners – 2 kindergartens, 9 clubs and 3 schools – in the “Kick-off VfL” project Expansion and strengthening + Issue of 14,200 free tickets to “Kick-off VfL” partners, and regular invitations to hospitals of the partnership network and institutions for the handicapped + New co-operation with the Centre for Democratic Education and the Wolfsburg police as part of the new project “Experiencing Fairness”

+ Implementing a mobile version of the website with an audio function for news Creating barrier-free conditions and live ticker (“Ticker to go”) in all departments and areas + Increasing the number of seats for the visually handicapped from 10 to 16, as well as wiring up to 2 wheelchair spectator positions for live audio broadcasts 20 | 21 SOCIETYRUBRIK

ACTING IN PARTNERSHIP

The focus of its activities places VfL Wolfsburg right in the centre of society as a whole. This is confirmed by the findings of a Forsa survey: 85 per cent of those questioned are of the opinion that football clubs should integrate disabled people, and 67 per cent in each case were of the opinion that clubs should put their weight behind health as well as education and upbringing. VfL Wolfsburg considers that these expectations verify its strategy to become involved across a very broad front.

Exercise is healthy and makes people feel the basis of “cool” professional tips from their day actively with a great deal of ex- better. Promoting exercise is therefore young VfL players. ercise and healthy food.” the focus of VfL Wolfsburg’s CSR initia- tive “Moving Together”. It is particularly SHOW WHAT YOU THINK – BREAKING DOWN BARRIERS important to promote exercise amongst BE AN EXAMPLE children to cement the idea at an ear- Digital media open up numerous oppor- ly age that active lifestyles are good for Klaus Allofs, Managing Director of Sport tunities for improving inclusion. VfL has one’s wellbeing. and Communication at VfL Wolfsburg therefore rigorously expanded and further became a patron of “Muuvit” in 2013 developed its internet services in accord- VFL A NATIONWIDE at the same time as the presentation of ance with its barrier-free strategy. “MUUVIT” PARTNER the VfL CSR report. He has been present ever since at Muuvit events to motivate In addition to an audio function for peo- And this is precisely the objective of the children and young people to take part in ple with reading difficulties and illiterate “Muuvit exercise adventure” that VfL the exercise programme. On the Muuvit people, it is also possible for the typeface Wolfsburg first made the focus of its Action Day on 8 May 2014, he visited the on the classic website to be enlarged or “Moving Together” initiative in 2009. winners of the main prize, the school chil- diminished using the “fontsizer” applica- Muuvit promotes playful learning, team dren from the Weyhausen junior school. tion. The publication of the mobile ver- spirit and the enjoyment of exercise. Together with the co-trainer of the Bun- sion of the VfL website is another step to- Around 35,000 school children have al- desliga team, he carried out movement wards the removal of barriers in the digital ready taken part in the adventure. VfL and dexterity exercises with more than media. A special highlight is the mobile Wolfsburg has now expanded its com- 100 children. This was followed by an in- live ticker on match days. Up-to-date in- mitment to the exercise programme to tense training session with school chil- formation on the match being played is encompass the whole of Germany: in dren from the school football club. Klaus made audible after activating an interface. March 2014, the club became a nation- Allofs justifies his commitment as fol- This is particularly important for people wide Muuvit partner in the sports seg- lows: “Muuvit is fun and brings variety who are not able to read texts on the mo- ment. Amongst other things, this now en- into the classroom. As the patron, I want bile website because of a physical handi- ables children everywhere in Germany to to play a part in making children and cap or because of the activity they are en- become motivated to exercise more on young people enthusiastic about filling gaged in at the time. 22 |

VfL assistant coach with children from the Weyhausen junior school taking part in the Muuvit exercise adventure.

VfL Wolfsburg is currently working with In addition to the digital solutions, VfL motes the social and economic integra- experts from the “barrier-free internet” Wolfsburg continuously expands its servic- tion of people with mental handicaps or department to develop an app that can es for handicapped people in the context of learning or mental problems. Around 30 of be easily used by people with handicaps. its other activities: the number of seats in the adults in a range of age groups looked after by the foundation therefore arrived at the training centre on 24 July. The young I WANT TO JOIN IN AND HELP MAKE footballers and their guests formed mixed teams, tried out suitable training con- CHILDREN AND YOUNG PEOPLE cepts, and a great deal of fun was had by ENTHUSIASTIC ABOUT EXERCISE AND all. The highlight at the end of the training was a question and answer session with HEALTHY FOOD”. goalkeeper Diego Benaglio and the goal- Klaus Allofs, Managing Director of Sport and Communication at VfL Wolfsburg keeper trainer Andreas Hilfiker.

VFL-WIKI – SPORTING This is scheduled for launch in 2015. The the Arena for people with visual handicaps MOTIVATION TO MAKE app will be used in future as an additional has been increased from 10 to 16, and two LEARNING MORE FUN communications channel for the “Moving of the seven wheelchair sitting places now Together” activities. have audio cable connections. This means VfL Wolfsburg is one of the greatest moti- that it is now possible for 18 people with vators in the region. To use this potential to Digital inclusion is also an important issue visual handicaps per match to follow all of promote the benefits of education, it cre- at club level: The German Football League the action live thanks to the direct transmis- ated a unique interactive e-learning ser- (DFL) has therefore tested the barrier-free sion of the live broadcasts. vice in the form of the VfL-Wiki as part of compliance of the websites of first and its “Moving Together” campaign. The VfL- second division Bundesliga clubs. VfL VFL FOOTBALL ACADEMY: Wiki integrates motivation factors from the Wolfsburg was ranked very highly in the INCLUSION AS AN INTEGRAL world of football into modern learning con- findings of this test. Because of its ex- TRAINING ELEMENT cepts, to raise the willingness of school emplary achievements and experience children to do more teamwork, and to in terms of barrier-free media communi- In July 2014, the VfL Football Academy or- make learning even more fun. cations, VfL Wolfsburg was invited to the ganised a course for the first time at the DFL disabled-fan liaison officer plenary training camp of the VfL Wolfsburg profes- 15 partner schools representing vari- meeting on 28 April 2014 in Berlin. Oliver sional team. The training course was not ous school types in Niedersachsen and Gliß, who is responsible at VfL Wolfsburg only aimed at children living locally in the Sachsen-Anhalt now make use of this for managing and further developing the Swiss town of Bad Ragaz where the train- free service. The VfL-Wiki has to be con- online services, took part in the workshop ing camp was located: VfL Wolfsburg also tinuously adapted to current needs to en- to explain to club representatives which arranged an inclusive training unit lasting sure that it will continue to promote and aspects were most important for a barri- several hours with the neighbouring “ar- motivate learning in the future. The club er-free website. wole” foundation. This foundation pro- hired a company to carry out a nationwide 22 | 23 GESELLSCHAFTSOCIETY

study to find out more about the level of VFL-WIKI IS THE motivation of school children in Germany IN THE ARENA MILESTONES to learn. A survey questioned over 1000 people in households with children aged Ursula von der Leyen, who was still Ger- VfL-Wiki receives the between 6 and 18 years and asked them man Minister for Labour and Social Af- Comenius-EduMedia to estimate the level of learning motivation fairs at the time, and the patron of the quality mark 2013 in their schools. Almost half of the people German government’s CSR prize, visited (24.06.2013) questioned considered their schools to be VfL Wolfsburg to find out more about the “inadequate” in this regard. The survey “Moving Together” initiative, as well as to Christmas tree campaign: also sought answers from teachers, edu- gain more information on the VfL-Wiki. 170 presents forwarded to cation experts and scientists. The opinion The children of the Erich-Kästner-Gr- the Wolfsburger Tafel was unanimous: new teaching concepts undschule in Weddel near Braunschweig (December 2013) are urgently required to increase the level therefore swapped their classrooms on of motivation of school children with re- 5 December 2013 for the Volkswagen 142 appearances in total gard to learning and their lessons. To de- Arena, and showed the minister how of the VfL bus at schools, termine to which degree the VfL-Wiki sat- learning with the VfL-Wiki functions. clubs and social institutions isfies these demands, the teachers taking Acknowledgement of its success also (12/13 and 13/14 season) part in the VfL-Wiki were also included in came from another direction: the VfL- the survey: 83.3 per cent reported that Wiki was awarded the “Comenius-Edu- VfL-Wiki nominated in they had observed an increase in the will- Media” quality mark in the didactic mul- the “School” category in ingness of their pupils to learn during the timedia product sector in 2013. And at the German E-learning first weeks of using the Wiki. Two thirds the “German E-learning Innovation and Innovation and Young also reported that this enthusiasm was Young Talent Award 2014” (d-elina), the Talent Award (28.03.2014) maintained even after using the VfL-Wiki VfL-Wiki was one of the top three in the for several months. “School” category. Lecture at the DFL disabled-fan liaison officer plenary meeting in Berlin on the subject of As part of a course for children at the “barrier-free internet” the training camp in Bad Ragaz/ (28.04.2014) Switzerland, VfL Wolfsburg also included a training session for people with mental handicaps, learning or psychological disorders.

German Minister Ursula von der Leyen finding out more about the VfL-Wiki.

OUTLOOK

Extra-curricula learning venue: An extra-curricu- la learning venue opens its doors on 1 January 2015 as part of the new VfL foot- ball world. VfL Wolfsburg intends to have this certified by the Ministry of Education in Niedersachsen pursuant to the Education for Sustainable Development Regulations (BNE). 24 |

FANS AND MEMBERS

CSR OBJECTIVE STATUS IMPLEMENTATION STATUS

Regular institutionalised + Adoption of a “Co-operation agreement on fan relations” with the Wolfsburg city administration meetings between fan representatives and the Wolfsburg-Helmstedt police directorate, to nurture closer dialogue with the fans. and management + Implementation of a Fan Forum. 24 | 25 FANS & MEMBERS

SHARING ENTHUSIASM

The fans play a key role in the implementation of the CSR objectives. This aspect is also emphasised by the results of the Forsa survey: 87 per cent of the people questioned in the survey were of the opinion that fans should be motivated to take part in the achievement of the objectives which the club has set itself with regard to social responsibility. VfL therefore has a strategy focused on intense work with the fans which considerably exceeds the measures demanded by the competent authorities. The most important elements in this regard are the official acknowledgement and sponsoring of fan clubs, the fan project, and dialogue platforms such as the recently launched Fan Forum. The club’s responsibility towards its members is also highlighted by the numerous opportunities it makes available: ranging from youth football, all the way to the involvement of senior citizens

Enthusiasm and safety in the stadium and portant co-operation partners. This in- agreed guidelines are intended amongst the surrounding areas go hand-in-hand. cluded signing a co-operation agreement other things to help maintain security and Reaching both – in the sense of a large, with the Wolfsburg city administration and safety without unnecessarily restricting open-minded football family – repeated- the Wolfsburg-Helmstedt police directo- the fans. They are intended to help es- ly sets new challenges, however, for the rate for the first and second team football tablish transparent and reliable behaviour people responsible for managing the foot- matches, as well as other VfL teams where and assist the establishment of trustwor- balling activities. necessary: the co-operation agreement thy, intense and open dialogue with the between VfL and the aforementioned au- fan community. AGREEMENT REACHED ON thorities was signed in August 2013. CO-ORDINATED FAN WORK The contents of the agreement also includ- GUIDELINES HARMONISE ed setting up a Fan Forum which meets VfL Wolfsburg boasts a great deal of ex- SAFETY AND FAN FREEDOM twice a year. The forum is open to all in- perience in handling critical situations. To terested fans of VfL Wolfsburg. In addition achieve respect, fairness, diversity and The aim of the co-operation is to work to- to the fans, the forum is also attended by tolerance, it takes various approaches gether with the fans to prevent and coun- representatives of VfL Wolfsburg-Fußball including a good and durable communi- teract violent conflicts, racist incidents, GmbH, the fan project, the Gifhorn-Wolfs- cations structure between the most im- and criminal activities. Five of the jointly burg police directorate, the federal police 26 |

force, Wolfsburg city administration, as including the VfL fan liaison officers and CLOSE CO-ORDINATION OF well as the fan liaison officers. In the de- the representatives of the fan project, dis- FAN WORK AND SAFETY liberately relaxed atmosphere for discus- cuss the latest developments in the fan AND SECURITY MEASURES sions, the forum is intended to talk about community and hold discussions prior to the fans’ concerns, improvement sugges- and after matches. The regular meeting To improve safety and security in the sta- tions and any critical aspects. At the first is welcomed by the participants as an im- dium directly before and after matches, two meetings, discussions mainly centred portant instrument for improving the safe- VfL Wolfsburg co-operates closely with on presenting the changes and modifica- ty and security situation. a number of network partners. In addi- tions to the stadium banning regulations. tion to the aforementioned organisations, The discussions included controversial as- FIRMLY IN FAVOUR OF VfL also co-operates with the Streetlife in- pects such as the freedom to sit anywhere AFFORDABLE TICKET PRICES tervention team of the Wolfsburg city ad- in the “Singing Area” of the Volkswagen ministration. The network partners work Arena. The first meeting made it very clear VfL Wolfsburg is one of the clubs in the together, running aspects including the that the opportunity to hold discussions Bundesliga with the lowest ticket prices. As a responsible social player in the re- gion, the club has the ambition of ensur- “FOOTBALL MUST TAKE CARE TO ENSURE ing that its tickets remain affordable for all its fans. It therefore has a clear posi- THAT EVERY PERSON INTERESTED IN tion in the current discussion concerning WATCHING A FOOTBALL MATCH CAN higher prices and the plan to get rid of standing-only areas in stadiums: “Foot- CONTINUE TO DO SO IN FUTURE,” ball must take care to ensure that every Klaus Allofs, Managing Director of Sport and Communication at VfL Wolfsburg person interested in watching a football match can continue to do so in future,” emphasises Klaus Allofs, Managing Di- made possible by the forum had not yet stadium banning commission, to jointly rector of Sport and Communication at reached the ears of many of VfL’s fans. discuss any necessary sanctions which VfL Wolfsburg. From this unequivo- Things changed for the better at the sec- may have to be implemented. The fans cal position, VfL enthusiastically stands ond Fan Forum event in March 2014 when involved are given the opportunity here completely behind its pricing policy, and more fans participated and joined in the to tell their side of the story with the aim also regularly hands out free tickets to discussions to a greater degree thanks to of protecting their rights. At the month- social institutions to help their clients at- the improved co-ordination of the agenda. ly “regular fan meeting” the participants, tend matches at the stadium.

“Wolfsburg United” is VfL Wolfsburg’s umbrella for taking responsibility at an international level, including organising a training camp for the VfL Football Academy in Mexico.

Attending a home match in the stadium should always be affordable – VfL Wolfsburg’s ticket prices emphasise its commitment to this principle. 26 | 27 FANS & MEMBERS

CLUB FOR YOUNG AND OLD session at the VfL Football Academy. The Rainbow Bridge Project is an internation- VfL does an enormous amount to help ally active charitable organisation which young footballing talents, for instance focuses on sponsoring vocational training with its VfL Football Academy, as well as in combination with youth football. The re- MILESTONES strengthening its own membership with gional focus of their work is on four eco- offers such as the WölfeClub 55plus. The nomically weak Chinese provinces. The Football Academy club makes use here of its international intercultural exchange of the young foot- participation in the first contacts to open up the world of football ballers is followed with great interest in Bundesliga Cup together to young players, as well as providing at- these provinces. with Mainz 05 and tractive sports and leisure opportunities to more senior members of the club, as VOLUNTARY WORK ENJOYS (26.10.2013) well as creating numerous options for vol- A GREAT DEAL OF RESPECT untary work at the stadium or in the ad- Regional conference ministration. Whatever the activity, from washing foot- in Hamburg on “Travel ball kit, mowing lawns or refereeing match- management of football FOOTBALL ACADEMY IN AN es – many important tasks at VfL Wolfsburg fans” (February 2014) EXCHANGE WITH MEXICO and other clubs depend on the help of vol- AND CHINA unteers. 38 contracts with volunteers were First Fan Forum closed during the whole of the 2014/2015 (March 2014) Under the communicative umbrella season. When the members of the Wölfe- name “Wolfsburg United”, the VfL Foot- Club 55plus were asked if they could help, German-Chinese youth ball Academy worked together with Bal- 13 of the older members also came for- football match at the Berlin venera V-fútbol Club in 2013 and 2014 to ward to undertake voluntary duties. VfL is Olympics venue organise a training camp in the Mexican also the only club in the Bundesliga with its (29.03.2014) city of Santiago de Querétaro. In addition own first aid service organised and run by to the whole training squad, 45 members volunteer helpers. Football Academy training of the Football Academy also took part in camp in Santiago de the exchange in 2014. The perfect organi- Many of the volunteers are fans of the club Querétaro (Mexico) sation, increasing number of participants, whose enthusiasm weighs more strongly (April 2014) and the satisfaction expressed by all of than being paid for their work. VfL Wolfs- those involved, all support the continua- burg considers harnessing this commit- tion of the project. The club has therefore ment to be one of its more important already initiated planning activities to hold tasks. Changes across society have also another event of this kind in 2015. In ad- led to modifications in the ways people dition, Wolfsburg is expecting a recipro- spend their leisure time. The regular vol- OUTLOOK cal visit by eight talented young footballers unteer surveys undertaken by the Ger- from Querétaro who are expected to ar- man government reveal that the willing- As part of the “Fan coop- rive in October. In July 2014, the Football ness of Germans to do voluntary work has eration agreement” a joint Academy organised a course for the first declined. VfL Wolfsburg, however, contin- conflict management sys- time at the training camp of the licensed ues to report a strong demand for oppor- tem is to be elaborated and players of VfL Wolfsburg which took place tunities to do voluntary work. The thanks implemented. This will in- in Bad Ragaz in Switzerland in 2014. This for the work that is done is one of the as- clude a de-escalation strat- enabled enthusiastic football-playing chil- pects which helps make the voluntary egy, and highlight measures dren from the surrounding area to join in work at VfL Wolfsburg so attractive – with aimed at further improving one training session à la Wolfsburg. acknowledgement ranging from the VfL communication between all managing directors handing bunches of of the parties involved at The biggest highlight to date of “Wolfs- flowers to volunteers in the run-up to im- Bundesliga home matches. burg United” was a German-Chinese portant matches, or the attractive recrea- VfL fans and stewards are to youth football match in March 2014 at the tional opportunities provided by the Wöl- be trained as conflict man- Olympic Games venue in Berlin. A junior feClub 55plus, such as public viewings or agers as part of this process, selection of VfL Wolfsburg played against bus or raft outings – such as the one that and made available to fans the youth team of the Rainbow Bridge Pro- took place recently on the Ocker river in from the visiting teams as ject which had earlier enjoyed a training Braunschweig on 11 June 2014. points of contact. 28 |

OBJECTIVES AND MILESTONES

TRANSPARENCY FOR SUSTAINABLE DEVELOPMENT

In this report, VfL Wolfsburg provides in- tion of maintaining its status as a pioneer corporates the most important objectives, formation on the state of implementation in future as well, it has also developed new as well as providing an overview of the com- of the objectives defined in its 2012 CSR measurable targets resulting from a work- prehensive and broad-based commitment programme. VfL will continue to enthusias- shop attended by employees from a range of the club. VfL will also continue to publicly tically pursue the ongoing or previously un- of departments. The comprehensive spec- communicate the future progress it makes achieved objectives. They have therefore trum of objectives elaborated in the work- in achieving the goals of its new CSR pro- been re-incorporated in the current CSR shop is presented in brief in the following gramme, so that it will continue to set the programme. Because VfL has the ambi- list. From the point of view of VfL, this list in- benchmark for others to follow.

STRATEGY & MANAGEMENT

OBJECTIVE DATE COMMENT

Expansion and establishment of quality assurance ongoing In this way, the club bears its responsibility in the merchandising sector for the supply chain

(Long-term) conversion of 10 % of its ongoing Continuing the dialogue with the kit supplier merchandising products to fair trade products Kappa for the incorporation of fair trade.

Implementing data management for non- end 2015 Implementing CSR software for sustainability financials (paper, emissions, water, etc.) management.

Boosting the popularity figures of the club ongoing Important milestone: identification in the German media of VfL Wolfsburg as the most sustainable Bundesliga football club by the end of 2017.

Intensifying the exchange with partners end 2014 Organising a Sustainability Day with partners. on CSR issues.

ENVIRONMENT

OBJECTIVE DATE COMMENT

Reducing the club’s CO2 emissions by 25 % end season 2017/18 Important milestone: analysing spectator compared to 2011 mobility and defining ways of reducing CO2 emissions by 2015.

Promoting the sustainable mobility of the end 2015 Implementing environmental driver training with employees professional players and employees.

Protecting natural resources ongoing Important milestone: implementing and communicating a resource-saving and environmentally-friendly printing concept for all administration workplaces by the end of 2015.

Taking into consideration the latest energy ongoing Involvement in the planning activities of the efficiency standards and bio diversity in new Wolfsburg city administration for renaturising the buildings. Aller between Vorsfelde and Allersee. 28 | 29 CSR-PROGRAMME

EMPLOYEES

OBJECTIVE DATE COMMENT

Promoting sports and health-enhancing offers ongoing Annual organisation of an internal Health Day for employees from 2015.

Expanding the vocational training opportunities ongoing Increasing the number of trainees amongst for players the U19 and U23 players as part of an improved mentoring concept.

Expansion of further education measures end 2016 Important milestones: participation of at least for employees – in particular with respect to 30 % of the employees in a personal development sustainability programme by the end of 2015. Completing an additional CSR qualification for all CSR employees by the end of 2016.

Implementing a corporate volunteering end season The club supports the social involvement of its staff programme 2014/15 and intends to support them further in this context

SOCIETY

OBJECTIVE DATE COMMENT

Further development of the VfL-Wiki start of the 2014/15 Incorporation of additional schools and school year intensification of collaboration with all of the participating schools.

Expansion and strengthening ongoing The club pursues the objective of continuously of the partner network intensifying its social commitment. It considers co-operation with experts as a fundamental contribution to achieving this aim.

Opening an extra-curricular learning venue beginning of 2015 Certifying the extra-curricular learning venue as part of the new VfL Football World pursuant to BNE (Education for Sustainable Development) by the Ministry of Education in Niedersachsen.

Development of further measures ongoing The next step towards inclusion: publication of a to establish barrier-free conditions barrier-free app with important information for fans in all departments and areas. and spectators, as well as to communicate the “Moving Together” initiative by mid 2015.

FANS AND MEMBERS

OBJECTIVE DATE COMMENT

Elaborating a conflict management system beginning of A joint conflict management system is to be 2014/15 season elaborated as part of the fan relations co-operation agreement. 30 |

SUCCESS IN FIGURES

FURTHER TRAINING FOOTBALL ACADEMY PARTICIPANTS PARTICIPANTS Ball school + “Kick off VfL” trainer further education 2010/2011 96 300 260 230 2011/2012 982 210 220

2012/2013 1141

2013/2014 1408 2009/2010 2010/2011 2011/2012 2012/2013 2013/2014 170 presents were forwarded to the Wolfsburger Tafel as part of the Christmas tree campaign 1,3 million Euro investment in the “Moving Together” initiative in 27,886 the 2012/2013 season spectators per match in the Volkswagen Arena in the 2013/2014 season – according to the stadium announcements 100,000 people have been reached so far by the “Moving Together” initiative 137 Tonnen 35,000 compensated CO2 emissions for the Stadium Festival 2013 school children have Euro 250,000 taken part in the Muuvit adventure so far donations for the “Wolfsburg United” project from marketing the pitch advertising hoarding since the start VfL bus appearances of the 2012/2013 season 72 in the 2012/2013 season 11,800

10,500 10,739 9,874 9,500  Number of members WölfeClub 8,090 8,000  Number of members WölfiClub 7,253 7,395 7,230 6,900

5,443 5,084 5,048

3,564

3,011

July 2007 July 2008 July 2009 July 2010 July 2011 July 2012 July 2013 June 2014 30 | 31 IMPRINT

IMPRINT

Publisher: VfL Wolfsburg-Fußball GmbH Postfach 10 10 09 38410 Wolfsburg www.vfl-wolfsburg.de

Contact: VfL Wolfsburg-Fußball GmbH Nico Briskorn Director Corporate Social Responsibility Telephone: +49 (0) 5361-8903-450 E-mail: [email protected]

For more information about VfL Wolfsburg CSR engagement please visit: www.vfl-wolfsburg.de/soziales

The sustainability report is available in German and English. In the event of discrepancies, the German version takes precedence.

Consulting / content concept / editing: Stakeholder Reporting GmbH, Hamburg www.stakeholder-reporting.com

Layout concept / design / realisation: Karma Kommunikationsdesign, Wolfsburg www.karma-web.de

Print: BWH GmbH – Die Publishing Company www.bw-h.de

Photo references: VfL Wolfsburg-Fußball GmbH Karma Kommunikationsdesign (Cover, 8) Nina Stiller (5, 12, 14, 16, 20, 23, 24, 26) Thomas Knüppel (4) Imago (6) Citypress24 (7, 22) Heinz Heiss (10) Volkswagen AG (11) Dawid Pierzchalski (18) WWW.VFL-WOLFSBURG.DE