As the World Cup 2018 proved to be the most expensive World Cup ever, the main sponsor of the Swedish national team – gaming operator Svenska Spel – offered fans who were forced to stay in Sweden, the chance to live in a national team player’s home during the tournament. Never before has a sports star lent his home to a supporter – but that was just what Sweden’s top striker, Marcus Berg, did with his apartment in Gothenburg. The campaign spread like wildfire, resulting in an earned media reach of 133 million. It became Svenska Spel’s most unique campaign ever, contributing to sales record and an increase of customers by 10%.
