Sport has a unique ability to connect people, break down barriers, and foster new perspectives. That is why “Inclusion Through Sport” is a key focus of Deutsche Telekom’s commitment.
It is not a peripheral initiative, but an integral part of the partnerships, social impact efforts, and activation programs of Europe's leading integrated telecommunications company.
In this Success Story:
The Challenge
Anyone watching Special Olympics Germany competitions quickly realizes the extraordinary talent, determination, and emotion on display. Despite their achievements, however, many athletes with intellectual or multiple disabilities still receive far less public attention than those competing in established elite sports.
Deutsche Telekom set out to change that. The ambition was not only to champion inclusion in sport, but also to give these athletes a broader stage and greater visibility for their accomplishments. The challenge was clear: awareness does not simply emerge on its own. It takes engaging formats that capture people’s interest and highlight the inspiring stories, achievements, and personalities that make Special Olympics Germany so unique.
To achieve this, a series of attention-grabbing initiatives was designed to create new touchpoints with the public, raise awareness of inclusion, and give athletes the recognition their performances truly deserve. SPORTFIVE was instrumental in establishing Deutsche Telekom as a long-term partner of Special Olympics Germany. Ahead of the 2023 World Games, Telekom joined not only as part of the Media Alliance, but also as a dedicated marketing partner.
Built on a jointly developed partnership and commercialization strategy, the collaboration brings together Telekom’s commitment to social responsibility and the vision of Special Olympics Germany. SPORTFIVE supported the partnership every step of the way, from strategic positioning and partner acquisition to the creation of an integrated activation platform. The result is a partnership that puts inclusion in the spotlight and delivers an impact that extends well beyond traditional sponsorship.
To shine a greater spotlight on the achievements of athletes with disabilities, Deutsche Telekom implemented a variety of initiatives around its partnership with Special Olympics Germany. Central to these efforts were experiences that brought audiences closer to the athletes and the sports they compete in. A standout example was the 2025 Athlete of the Year Awards. Driven by Telekom’s initiative, the awards introduced a dedicated Special Olympics category for the first time. Sophie Dziadek made history as the first Special Olympics athlete to receive the honor.
The introduction of a Special Olympics category at the Athlete of the Year Awards helped bring the conversation around inclusion to a wider audience and reinforced the message that exceptional athletic achievement deserves recognition in its own right.
Another highlight came through Deutsche Telekom’s long-standing sports initiative New Sporting Experiences. FC Bayern stars Jamal Musiala, Joshua Kimmich, and Matthijs de Ligt joined German blind football international Hasan Koparan for a blind football training session, offering a firsthand experience of the sport and its unique challenges. Equipped with special goggles that completely blocked their vision, participants were challenged to rely solely on auditory cues and a ball containing bells, offering a firsthand experience of the demands of blind football.
The blind football experience with FC Bayern stars proved equally impactful. With figures such as Jamal Musiala and Joshua Kimmich reaching millions of people, the initiative helped bring inclusive sport into the mainstream. By experiencing the demands of blind football themselves, these athletes shared authentic insights that not only captured attention but also encouraged audiences to see the sport, and the athletes competing in it, from a new perspective.
“This special recognition sends a strong message about what true inclusion looks like. As a long-term partner of Special Olympics Germany, we are committed to raising the visibility of people with intellectual disabilities, both on the field of play and across society.”
Michael Hagspihl, Senior Vice President for Global Strategic Projects and Marketing Partnerships, Deutsche Telekom
Sport as a Platform for Inclusion and Visibility
Through these initiatives, Telekom was able to significantly increase the visibility of athletes with disabilities on high-profile public platforms.
Telekom’s commitment extended well beyond individual activation formats. The company supported several major Special Olympics Germany events, including the World Games in Berlin, the National Winter Games in Oberhof, the State Games in Münster, and the National Games in Saarbrücken. Across all events, Magenta Volunteers helped ensure smooth operations on the ground. At the National Games, Telekom also took on the role of Presenting Partner of football and supported the FSH Soccer Essen Unified women’s team alongside 1. FC Köln professionals Celina Degen and Anna-Lena Stolze.
The partnership is a natural extension of Deutsche Telekom’s long-standing commitment to inclusion through sport. Working alongside the German Disabled Sports Association, Team Germany Paralympics, and Special Olympics Germany, the company continues to use sport as a powerful platform for participation, representation, and visibility. The success of these initiatives highlights the impact such partnerships can create and underscores the opportunity to bring the stories, achievements, and accomplishments of athletes with disabilities to an even broader audience.
