The challenge
For more than 25 years, 123inkt.nl has been the market leader in ink cartridges, toners and paper. The brand has also been a familiar name in Dutch amateur football for many years. With more than 45 sponsorship partners and over 25,000 youth football players wearing a 123inkt kit, the brand is visible at hundreds of sports grounds every weekend.
This presence was impressive, but the individual sponsorship activities largely operated independently from one another. As a result, the full potential of the portfolio remained underutilised. More2Win was asked how this extensive sponsorship portfolio could be brought together under one clear strategy that would not only create greater brand value, but also demonstrate the social role 123inkt.nl plays within Dutch youth football.
Our approach
Together with 123inkt.nl, we brought the sponsorship strategy back to its core. We examined the position of the brand, the role of amateur football and the importance of sports clubs to children and their communities.
This led to a clear conclusion: youth football is about much more than sport alone. It is where children make friends, learn to work together, build confidence and feel part of a team. In this context, a football shirt is more than just a kit. It gives children a sense of belonging.
Based on this insight, we developed a strategic sponsorship platform that connects all partnerships under one recognisable message:
123inkt brings colour to Dutch youth football.
This positioning has since become the foundation for all sponsorship activities. Not only in communications, but also in activations, campaigns and future partnerships. In addition, we developed a practical sponsorship plan with clear objectives, a brand manifesto and an annual activation calendar that the 123inkt.nl team can implement independently. Among other things, we created the concept for the launch campaign and fully developed the Your moment in club colours activation.
The impact
With one overarching story, the different sponsorship partnerships reinforce one another and 123inkt.nl’s sponsorship activities have become much more recognisable. The brand no longer positions itself solely as a shirt sponsor, but as an organisation that contributes to the enjoyment, development and confidence of thousands of young football players.
At the same time, the strategy provides direction for future decisions. New activations follow the same central idea, sponsorship investments are better substantiated and the social value of the sponsorship is much more visible to clubs, parents and partners.
"Our collaboration with More2Win has made our sponsorship strategy more focused and meaningful. We now have a clear story that reflects who we are and how we want to position ourselves as a brand. We are also already seeing clear growth in reach and engagement among our target audience."
– Rick van de Kraats, Sponsorship Manager at 123inkt.nl
The power of sponsorship
Strong sponsorship is not only about visibility, but also about meaning.
When a brand plays a credible role in people’s lives, it creates a story that goes beyond a logo on a shirt. By connecting all of 123inkt.nl’s sponsorship activities under one clear strategy, a collection of partnerships developed into a platform that combines brand value, social impact and local engagement.
Let’s get in touch!
Would you like to know how we help brands turn sponsorship into a powerful strategic tool? Contact matt@more2win.com and discover how your brand can generate greater value from sport, both socially and commercially.