Insurance and football come together: SIGNAL IDUNA and ELEMENT launch new insurance product

  • First full household contents and liability insurance product with special additional benefits for football fans
  • BVB goals result in a cash back
  • SIGNAL IDUNA contributed expertise in product development and marketing

Dortmund / Berlin, May 2, 2018. The SIGNAL IDUNA Group and ELEMENT, the technology platform with a BaFin license for P&L insurance, launch "Versicherung09" (literally meaning "Insurance09"). This novel household insurance product combines full-fledged household contents and liability insurance with additional benefits for football fans. The name "Versicherung09" comes from the Borussia Dortmund football club (Borussia 09 e.V. Dortmund, a team in the first Bundesliga). Interested customers can purchase the insurance online from now, or if they already have an appropriate policy they can choose to extend their insurance coverage.

As a longtime partner of Borussia Dortmund, Signal Iduna was instrumental in the development of "Versicherung09" and contributed its expertise in product design and marketing. "The "Versicherung09" provides necessary insurance coverage with new features for football fans", says Christian Macht, designated CEO of ELEMENT. The household contents and liability insurance product from ELEMENT goes beyond the current high standards of the German insurance market with special additional benefits that have never before been offered with an insurance product. Football enthusiasts, for example, can insure their fan merchandise or get back up to €50 from the ticket price if they miss a game due to circumstances beyond their control, for example because of a car breakdown. "Many of the ideas came directly from the suggestions of fans, for this purpose a survey was conducted to better understand their needs", said Sascha Herwig, board member and project coordinator at ELEMENT.

If an insured person has no claims, they can be eligible for a premium reduction to the value of up to two months contributions. In addition, customers benefit from the sporting success of Borussia: every goal of BVB in the Bundesliga results in a cashback of €0.09 and if the team finishes the season in the top three of the league, customers will even receive €9.09 of their contribution back. "For the first time with "Versicherung09" customers are having frequent and positive interactions with their insurance company, and looking at the league table can have a positive effect on their wallet", says Torsten Uhlig, Marketing Director SIGNAL IDUNA.

Borussia Dortmund is also convinced of the advantages of "Versicherung09": "When SIGNAL IDUNA and ELEMENT approached us with the idea, we quickly realized that we wanted to be part of it. We liked the innovative approach - and the possibility that our fans could benefit from our success", says Carsten Cramer, Managing Director Sales, Marketing & Digitization at Borussia Dortmund.

The competitive price of the product is possible, among other things, because the novel product is completely digitized. From signing the contract to filing claims, everything can be done from the website, accessible from computer or mobile.

"We have been a partner of Borussia Dortmund for almost 13 years and are also early investors in the start-up ELEMENT, so it was obvious to bring everyone involved to the table. Now we have succeeded in developing a product with the right partners that is unrivaled in the market", says Ulrich Leitermann, chairman of the board Signal Iduna Group. "Versicherung09" was developed in just under nine months by an interdisciplinary team; specialists from our departments of marketing and communication were involved in order to come to the fastest possible results together with ELEMENT. This is how networking works today - the advantages that customers are receiving come from strong partners by their side and solutions that have been developed according to their needs."

Michael Johnigk (Member of the board SIGNAL IDUNA), Sascha Herwig (Member of the board ELEMENT), Ulrich Leitermann (Chairman of the board SIGNAL IDUNA), Carsten Cramer (Managing Director Sales, Marketing & Digitization Borussia Dortmund), Thorsten Uhlig (Marketing Director SIGNAL IDUNA) und Christian Macht (designated CEO ELEMENT) together in front of SIGNAL IDUNA Park, the stadium of Borussia Dortmund.


ELEMENT ( is BaFin's first underwriting insurance company for property and casualty insurance. It was founded in March 2017 and offers a unique technology platform ("Insurance-as-a-platform)" with a pure B2B focus: For its partners from various industries, from e-commerce to classic insurers, ELEMENT develops individual and tailor-made solutions Insurance products for the respective end customers. Thus, ELEMENT offers its partners modular and innovative insurance products - digitally and within the shortest possible time - and is a pioneer in the field of insurance digitization. The Europe-wide operating company is located in Berlin.


The SIGNAL IDUNA Group ( history goes back to small health support funds that craftsmen and tradesmen founded more than 100 years ago in Dortmund and Hamburg. Today, SIGNAL IDUNA provides the full range of insurance and financial services for all target groups. The organisation serves more than twelve million customers and contracts and generates premium income of around 5.6 billion euros. SIGNAL IDUNA has been the name sponsor of the stadium in Dortmund since 2005.

Press contact ELEMENT

Ina Froehner

Head of Communications


Mobil: +4915128963679


Press contact SIGNAL IDUNA

Edzard Bennmann

Mobil: +491722602433

Telefon: +492311353539

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