For 25 years, the Seni Cup has helped open doors for people with intellectual disabilities – using football as a platform to foster recognition, self-confidence, and meaningful participation in society.
Carolin Pascal (ITMS) has been supporting the Seni Cup for many years – in communication, organization, and with a clear commitment
Founded by the internationally operating TZMO Group, the Europe-wide tournament is held under the SENI brand as a lasting expression of the company’s social responsibility.
Carolin Pascal, Associate Director at ITMS, has supported the German editions of the Seni Cup for many years – both in event organization and in developing communication that supports the social cause. In this interview, she explains how purpose-driven communication can bring a brand’s values to life with clarity and conviction.
The Seni Cup is a unique tournament for people with intellectual disabilities – and it’s far more than just a sporting event. It brings together players from across Europe not only to compete, but to be truly seen, respected, and celebrated. For the participants, it’s a rare opportunity to gain visibility, receive encouragement, and experience achievement on a meaningful stage. It builds confidence, nurtures pride and strengthens their sense of belonging – both on and off the field.
What impresses us most as an agency is the depth and consistency behind the initiative. The authenticity lies in its continuity – not in one-time activities. It’s about sustained commitment over time. That’s what makes TZMO’s social engagement so credible.
And that’s also what makes it powerful in terms of authentic brand communication: the Seni Cup isn’t a PR moment – it’s a living example of purpose. Our role is to strengthen and amplify that message – not to manufacture it.
The Berlin-based team from BWB – Berlin Workshops for People with Disabilities celebrates their victory at the German Seni Cup qualifier in Halle, earning their ticket to the Seni Cup finals in Toruń, Poland (July 8–10). The Seni Cup is an initiative that brings inclusion to life and builds confidence
We support SENI’s activities in Germany in a way that is strategic, respectful, and effective – working closely with the client as part of one unified team. We manage media and brand communications around the German qualifier in Halle (Saale) and support the broader initiative wherever needed.
We deliver our expertise in event management, media strategy, content creation, and brand activation. With a project like this, timing, messaging, and coordination need to be handled with care – because the people at the heart of the event deserve thoughtful execution.
From a PR standpoint, our approach is rooted in purpose-driven communication – helping align the initiative’s values with the brand in a way that allows the broader public to truly understand what SENI represents.
It’s not about conventional brand activations. This is communication that has to support the cause – and it’s about creating meaningful visibility, not dominating the narrative. The brand intentionally takes a step back to place the initiative front and center and let its values speak for themselves.
The challenge is finding the right balance: the company shows its support and commitment – without overshadowing the story. Brand activation in this context means showing up with integrity, not maximizing exposure at all costs.
Good CSR communication is more than just words – these five points show what really matters
It starts with conviction – not with catchy storylines. When companies use social causes simply to enhance their image, people quickly see through it – and it often backfires. The Seni Cup shows how it’s done right: the initiative stands on its own. It has made a real difference in people’s lives for a quarter of a century. Our job is to communicate that tactfully, truthfully, and with substance – not with spin.
We’re mindful of tone and timing. We make sure the messaging never feels forced or self-serving. Purpose-driven communication works when it supports the cause – not when it serves the brand first.
It shows how we view public relations and brand communications that support a social cause – not as a performance, but as a means of generating authentic, measurable impact. We know how to make social responsibility visible in ways that strengthen a brand – without compromising the integrity of the message.
That takes timing, empathy, and strategic clarity. We see ourselves as partners to brands that are genuinely committed to making a difference – and in the end, that has a much greater effect on the brand, too. Projects like the Seni Cup aren’t just feel-good moments – they’re proof of what communication can achieve when it’s built on respect, values, and a long-term vision. That’s the standard we hold ourselves to.
