Aalborg Handball uses different sponsorship tiers to provide varying levels of engagement and benefits to their sponsors. This tiered approach incentivizes sponsors to increase their commitment, as they gain access to more activation opportunities and support from the club’s dedicated activation team. In this sense, the club employs gamification for various campaigns along the year. They plan these campaigns strategically to maximise their impact. For instance, they run campaigns in collaboration with match partners, aiming to engage fans and create a buzz around the upcoming games.

Fans often throw their support behind brands associated with their favourite clubs, and sponsors play a pivotal role in the club’s success. When sponsors engage fans and create a strong connection between their brand and supporters, they enjoy increased visibility and customer loyalty.

“Data is crucial because it allows sports clubs to demonstrate the value they can offer to sponsors. Without data, it becomes challenging to attract significant sponsors or persuade them to maintain partnerships.”

One notable success story was working for a sponsor campaign with a kitchen company in Denmark, which garnered around 2.000 participants and valuable data. The campaign also helped grow the club’s newsletter subscribers significantly, demonstrating the positive impact of gamification on the club’s digital presence.

A matchday quiz during Easter, held in the arena using large screens, attracted participation from almost 20% of the 5.000 fans attending the match, all of whom wanted to win the giant Easter egg prize. The outcome was not only valuable data and signups for the club newsletter, but also a lot of excited and involved fans who had an added positive experience to their matchday.

Aalborg Handball is aiming to be the best in the world, and their efforts in activating sponsors and creating a great matchday experience was recently recognized by the European Handball Federation, who invited the club to present their best-practice approach to lots of other top clubs in Europe. Their success comes from working closely with sponsors, exciting fans, and using fun games to make a bigger impact. Their commitment to trying new ideas and making things better has already made them a big name in the world of handball.