"By 2025, the BFV will be the most innovative and professional regional association in the German Football Association." The Berlin Football Association set itself this ambitious goal in 2020 as part of the "Future BFV" project. A consensus emerged among all those involved that the professionalization of the structures must also go hand in hand with a revision of the brand strategy, the association's culture and its external appearance in order to support the reform process - the path to the BFV's brand relaunch began.

In 2022, the Berlin-based agency MINDROOM was commissioned to accompany the process. Workshops, in which representatives of Berlin amateur football clubs worked alongside full-time and voluntary association employees, provided the content foundation for the BFV's new brand identity.

"Berlin needs amateur soccer like no other city. It brings calm to the capital, order to the chaos and a sense of belonging to the anonymous.

Amateur soccer offers stability, belonging, identity, structure, self-confidence and a social home.

A home for all of us. A home for Team Berlin."

These statements form the core of the new BFV mission statement and thus the foundation of the association's brand identity and culture. The entire mission statement can be found below.

Mission statement of the BFV: ONE TEAM BERLIN.

We are the Berlin Football Association.

We organize amateur soccer in the capital,
take care of talent development,
are responsible for qualification and
take responsibility for society.

Together with everyone who is involved on and off the pitch,
we are ONE TEAM BERLIN!

A team that stands for trust, cohesion and respect.
A team that is committed to Berlin soccer and makes it possible.

Berlin is the city of freedom; where you can do what you want and
be who you want.
A city that is fast-paced and where the world comes together.

That's why Berlin needs amateur soccer. Because it offers all people
support, belonging, identity, structure, self-confidence and
a social home.

Because it brings calm to the capital, order to the chaos and belonging
to the anonymity.

Berlin is a city that needs amateur soccer.
Performance-oriented soccer.
Grassroots soccer.
Football that is accessible to everyone.
Sustainable and therefore organized soccer.

That's why we are proud to be ONE TEAM BERLIN!

Because we need community.
Because we need belonging.
Because we need consistency.
Because we need development.

BECAUSE WE NEED AMATEUR FOOTBALL.

Photos: Sandra Ritschel