#34: From banking to fan engagement: An entrepreneurial journey into interactive events. A talk with Ulf Thaler (founder and CEO of Kauri Spirit, Germany)

In this episode of the ScreenME podcast, Ulrike Rohn talks with Ulf Thaler, founder of Kauri Spirit, a virtual events marketing agency based in Erlangen, Germany. The conversation follows Ulf’s entrepreneurial journey from banking and corporate marketing to building interactive event experiences for sports, festivals, and brands.Ulf explains how his background in finance still shapes his work as an entrepreneur, especially when it comes to planning, budgeting, and measuring results. He also shares the story behind the name Kauri Spirit and reflects on how interactive tools such as live quizzes, QR-code activations, fan games, and digital voting can turn events into shared experiences.The episode explores why modern sports marketing needs to move beyond logos and traditional sponsorship visibility. Instead, Ulf argues for creating memorable moments, measurable fan engagement, and stronger relationships between brands, clubs, sponsors, and audiences.Host: Ulrike RohnSound: Tanel Kadalipp (episode 1-14), Sangam Panta (episode 15 -https://bfmentrepreneurhub.tlu.ee/screenme-podcast/