Bayer 04 Leverkusen’s home game against Werder Bremen on Sunday ended in a goalless draw, but fans could have few complaints after they were treated to free food and drink due to a computer fault at the BayArena which froze the club’s closed payment system. With fans unable to charge up their special club credit cards, the Bundesliga side generously treated them all. Home goalkeeper René Adler appreciated the gesture – to a point. “The atmosphere in the stadium was great; the club should do this every week,” he said. “It’s just a shame there was no free beer for the players.”
And that just struck me as a job well done by the Bundesliga staff at BayArena in Leverkusen. We see multiple situations every day that stem from small technical glitches or miscommunication – situations that have the potential to turn into major issues for the brand, if not handled well. Sometimes, the best choice for your brand isn’t the best choice for your bank account – at least not immediately. But in the long run, the positive buzz generated from this kind of generosity is worth a lot more than a day’s sales. Now how about some beer for the players?