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Shared Values, New Audiences: Why Süddeutsche Zeitung Is Betting on the EOFT

A conversation with Stefanie Maier, Süddeutsche Zeitung

Stefanie Maier, ©Nadine Stegemann

How would you describe the EOFT partnership?

For us, the partnership with the EOFT is a strategic one — we connect through content, because the brand and the topics are a natural fit. We believe the EOFT gives us access to new audiences, and that both sides stand to benefit significantly, simply because there's a genuine shared interest at the core of it.

What makes the outdoor sports and adventure space so appealing to you?

Sport had been underrepresented in our partnerships for a number of years — it hadn't been a focus for quite some time. In the past, we worked with partners like FC Bayern Basketball or Munich Mash. But this time, we wanted something different: an engaged audience that's loyal and where there are plenty of natural points of overlap from the very start.

How well do the audiences of the SZ and the EOFT align?

We know that our readers are very sports-oriented, passionate about the outdoors, and genuinely curious about the world. In that sense, the themes of the EOFT are sure to resonate strongly with our audience — especially in the Munich area, where the mountains and outdoor sports are very much part of everyday life.

What matters most to you when it comes to partnerships?

Credibility and partnership on equal footing are essential for us. With the EOFT, we have many points of connection and can collaborate across both established topics and new ventures — such as the MINDPOP Festival — giving the partnership a broad and stable foundation.

What's your take on community and live events?

We believe wholeheartedly in real, in-person experiences. That's why we run a range of our own formats that bring journalism to life on stage. It's about making topics tangible for an audience — sparking emotion so that people leave feeling inspired and full of new ideas. And when it comes to that philosophy, I think the SZ and the EOFT are very much on the same page.

Mindpop Festival, ©Andi Huber
Simone Miller (EOFT Program), Simon Straetker (filmmaker) at Mindpop Festival, ©Andi Huber