How a medium-sized company from Northern Germany became involved with Hamburger SV
Popp Feinkost and HSV: a perfect match! For the 2017/18 Bundesliga season, the company from Kaltenkirchen in Schleswig-Holstein became the sleeve partner of the "Bundesliga dinosaurs". Popp Feinkost also played a key role in the youth development programme of Hamburger SV.
In this Success Story:
The Challenge
Medium-sized companies play an outstanding role in their region and beyond. They develop advanced products, provide employment opportunities, foster a sense of identity, and directly influence economic development in the region. They also often sponsor social projects. However, these hidden champions are often underestimated in the public eye.
As a result, their entrepreneurial potential is not fully utilised. To change this, entrepreneurs must overcome the typical challenges faced by small and medium-sized enterprises (SMEs): attracting skilled labour, raising their profile beyond regional borders, and competing with national and international companies. To achieve these goals, Popp Feinkost has chosen to support Hamburger SV.
The SPORTFIVE solution
Popp Feinkost became HSV's official sleeve partner for the 2017/18 Bundesliga season, securing their place as an integral part of the club for many years to come. As well as having a prominent placement on the jersey, the traditional North German company was also present on the stadium perimeter boards and with the Popp Feinkost fan seats.
The partnership, which was set to last until summer 2024, was further strengthened by an exclusive, eye-catching power pack on the LED boards. Numerous joint campaigns, fan events and home match activations have been organised over the years to bring the connection between the brand, club and fans to life in a special way.
Impressions of the partnership
Results
After just one year of the partnership, brand awareness among HSV fans, and consequently in the local area, had increased significantly. (Source: Nielsen Household panel March 2018 – February 2019)
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general awareness of Popp Feinkost among HSV fans (41% among football enthusiasts)
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regional preference for Popp Feinkost among HSV fans (31% total population)
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of the companies want to increase their awareness with a sleeve partnership
"This successful partnership is a significant and sustainable step for us, demonstrating our commitment to the region. We are delighted to see that our brand awareness has increased so visibly in recent years."
Alexander Schmolling, Marketing Manager of Popp Feinkost GmbH
What's in it for you?
Medium-sized companiess are the cornerstones of the region, yet their potential often goes unrecognised. The partnership between Popp Feinkost and Hamburger SV demonstrates how strategic sponsorship can promote this potential. This collaboration has strengthened regional ties and increased brand awareness beyond northern Germany.
At the same time, the partnership highlights the key challenges faced by SMEs, such as attracting qualified staff and remaining competitive. Sponsorship can be an effective way of attracting attention and consolidating a company's position. The long-standing partnership with HSV has ensured a strong and sustainable brand presence.
A clearly defined set of key figures enables the success of the partnership to be monitored more effectively and is therefore an important factor in reliable evaluation. This collaboration demonstrates that strategic sponsorship provides more than just short-term visibility. It creates long-term added value and can serve as a model for other partnerships in the SME sector. This allows regional strength to be combined with supra-regional appeal.
"HSV offers Popp a year-round marketing platform with a large reach, both regionally and nationally, and also provides a basis for engaging in an emotional dialogue with HSV supporters."
Tim Steinhaus, SPORTFIVE
