The soccer world champion will appear as a Mercedes spokesperson and thereby take on communication, promotional, and press activities for the automotive manufacturer, which is likewise a sponsor for the DFB team. After the sporting goods manufacturer Adidas, Mercedes is the second largest company with which Özil maintains a separate advertising contract, in addition to the DFB commitment.
Above all, Mercedes has its eyes on Özil’s multiplier abilities in the field of social media. The midfielder of the Premier League club FC Arsenal has, among others, over eleven million followers on Twitter, and Özil page on Facebook gets more than 30 million likes.
The collaboration also comprises participation in branded content productions. The announcement of Mercedes and Özil’s cooperation shows what such a production can look like in the form of a video on Facebook.