Convincing recipe for success: HSV and Popp Feinkost
Reading time: 3 minutes
Popp Feinkost and HSV simply go together: For the 2017/2018 Bundesliga season, the medium-sized company from Kaltenkirchen in Schleswig-Holstein became a sleeve partner of the then Bundesliga dinosaur. In addition, Popp Feinkost is particularly involved in Hamburger SV's youth development work. Although HSV was relegated to the 2nd Bundesliga at the end of the season, the goals of the partnership were fully met. The result: an extension of the partnership until the end of the 2023/2024 season.
Medium-sized companies are of outstanding importance to their region (and beyond): They develop advanced products, are important employers, create identity, have a direct influence on economic development in the region and are often sponsors of social projects. In terms of external perception, these hidden champions are often underestimated. As a result, their entrepreneurial potential is not fully exploited. For this to succeed, entrepreneurs must master the typical challenges of small and medium-sized businesses: Attracting skilled workers, increasing awareness beyond regional borders, and holding their own against national and international competitors. For these reasons, Popp Feinkost has decided to become involved with Hamburger SV.
For the 2017/2018 Bundesliga season, Popp Feinkost became a sleeve partner of HSV. In addition to its presence on the sleeve of the HSV jersey, Popp Feinkost is featured in the Volksparkstadion on stadium stands and Popp Feinkost fan seats. And: From now on, the partnership, which has been extended until the summer of 2024, will be strengthened by the new and exclusive Power Pack on the two LED stands. Further activations of the partnership will continue to take place as part of home game and fan events.
After just one year of the partnership, brand awareness had increased significantly among the club's fans and thus also in the local environment (Source: Nielsen Household panel March 2018 – February 2019)
general awareness of Popp Feinkost among HSV fans (41% among football enthusiasts)
regional preference for Popp Feinkost among HSV fans (31% total population)
of the companies want to increase their awareness with a sleeve partnership
"This successful partnership is a significant, sustainable step for us and a commitment to the region. We are pleased that our brand awareness has visibly increased in recent years."
Alexander Schmolling, Marketing Manager of Popp Feinkost GmbH
Impressions of the partnership
"HSV offers Popp a year-round, authentic and high-reach marketing platform in regional and national competition and also serves as a basis for entering into an emotional dialogue with HSV supporters."
Tim Steinhaus, Vice President Regional & Team Sales at SPORTFIVE