International Festival of Brand Experience
05 | Der Aufbruch 11.01.2023

0 0 0 0
Days : Hours : Minutes : Seconds

Sönke Andersen

Initiator und Boxpromoter KOBUM

17:45 – 18:15 | Fresh Club Stage
How I am reinventing German boxing, but no one is noticing – A fuck-up talk given in 12 rounds
Why I got into the boxing-as-entertainment ring after a trip to the United States.

How ‘The Night of the Raging Bulls’ was a hit with everyone, but forced me to my
knees after ten years.

ROUND 10–12
I’m groggy, but nowhere near a knockout. Instead, I create the KOBUM boxing
format. Now it’s only a question of defeat or victory!


As a trained advertising merchant and M.A. in theatre, film and television studies, my academic and school curriculum vitae hardly differs from that of the other speakers. But what affects my everyday working life is most likely massive. From the main actor in an arthouse cinema film to craft jobs, trade fair construction and smaller model activities, my fields of activity change almost daily. Everything for my passion – the development of a contemporary box format. For over 10 years I have been organising boxing fights with laymen and telling the real and invented stories behind them. First with “The Night Of The Raging Bulls”, currently with KOBUM. Both formats stand for multimedia integrated, disruptive and passionate live communication – and the reinvention of German boxing. Unfortunately nobody notices that. At BrandEx I tell you why I still don’t give up.

Photo Credits: Fabian Stürtz