This is a case of marketing effectiveness in sponsorship. It is a case that proves how deep insight and understanding of the consumer (and football fan) combined with brilliant creativity in both product and communication can help to reinvent a conservative category.
Through activation of a long running partnership in a new way, Hummel and The National Danish Football Association created a strong and involving story – that would grab the attention and love of an entire nation.
The challenge: Use the Euro2020 to sell a record number of jersey, while creating attention and building purchase intention.
The insight: A national football jersey is a marker of belonging. But the togetherness between football fans and players is under pressure and need to be revitalized.
The strategy: Find a new way to enhance the sense of community around the jersey.
The execution: Get fans to co-create (sing) the new jersey – thus making it a symbol of togetherness.
The results: The all time sales record was smashed, and purchase intention was raised considerably.