Case
Eurojackpot KNVB Beker: sponsorship launch
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Client
Eurojackpot
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Service
Strategy, Concept, Campaign, Video, Social, Design
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Date
2026
This season Eurojackpot became the official title sponsor of the KNVB beker, and they kicked off grandly to launch this new partnership.
When Eurojackpot became the title sponsor of the Eurojackpot KNVB Beker, the goal was clear: create an integrated campaign that would anchor the brand in the hearts and minds of Dutch football fans. All leading up to the climax of the season: The Final in De Kuip.
Everything for the win
In order to honor its traditions and rich history, we built a multi-layered strategy focusing on three core areas: direct tournament communication, partner media activations, and brand-led assets.
An icon gets a new story
The bathrobe has been part of Dutch cup culture for decades. We literally redesigned it from the inside out. The new Eurojackpot KNVB Beker robe features every cup-winning club woven into its interior lining. A tribute to everyone who ever lifted the trophy.
To give it the weight it deserved, we shot a high-fashion lookbook with real cup winners: Wim Kieft, Anouk Hoogendijk, Nacer Chadli, John de Wolf and others, wearing the robe as a badge of honor. A piece of football culture, updated for a new era.
A new tradition embraced
For the first time in Dutch Cup history, we introduced an official trophy for the best-performing amateur club: the ‘Blauwe Dennenappel’ (Blue Pinecone, the name of the trophy). This season, De Treffers received the trophy in a special ceremony on the pitch of De Kuip minutes before the Dutch Cup final kicked off. A new tradition, embraced by the football authorities but even more so by the football-loving audience.
Built for the whole country
In order to build hype for the final we produced a cinematic short film with legends AZ's Jozy Altidore and NEC's Bjorn Vlemincx. The film captured the grit, history, and "Alles voor de Winst" mentality of both clubs and their supporters.
The campaign ran across ESPN, 433, DPG Media, Voetbal International alongside earned media coverage. Additionally, creators brought the Final experience to their audiences, which went far beyond the core football fans.
Eurojackpot didn't just sponsor the cup; they became an inseparable part of the final's atmosphere, setting a strong foundation for years to come.
