How do you turn a portfolio of sponsorships into one cohesive, distinctive platform that creates both meaningful impact and strategic value?
For over 25 years, 123inkt.nl has been the market leader in ink cartridges, toner and paper, while also offering an extensive range of office and school supplies. Beyond its core business, the brand has built an impressive presence in Dutch youth football, sponsoring more than 42 clubs and providing kits for over 20,000 young players.
Despite this strong position, the various sponsorship initiatives lacked an overarching strategy that could connect them into one compelling story and translate those investments into stronger brand preference and greater social impact. Together with 123inkt, we set out to change that.
Our approach
We started with an in-depth analysis of the brand, its existing sponsorship activities and the landscape of youth football in the Netherlands. This revealed several key insights:
123inkt.nl enjoys high brand awareness and focuses primarily on building brand preference and affinity.
The brand communicates in a modest, authentic way, relying mainly on earned and owned media.
Its focus on youth football is a powerful differentiator, as this is where the greatest emotional value lies.
At the same time, we recognised that sports clubs play a vital social role within local communities. A football kit is more than just sportswear—it gives children confidence, motivation and a sense of belonging.
Based on these insights, we developed a strategic sponsorship framework built around three pillars:
Strategic framework & KPIs: providing clear direction while making success measurable.
Brand platform & manifesto: creating one unifying story across every partnership, supported by clear guidelines for communication, activation and commercial use.
Annual activation plan: based on the 3H model (Hygiene, Hub, Hero), including practical campaigns and activations that 123inkt can execute independently.
The overarching platform was captured in one simple but powerful idea:
"As the main youth sponsor of more than 40 football clubs across the Netherlands, we bring colour to the game every weekend. Colour to the shirts, and colour to the way more than 20,000 young footballers play. When children feel proud of what they wear, they play with greater confidence, enjoy the game more and grow together as a team."
Supported by the pay-off:
"123inkt brings colour to... Dutch youth football."
The impact
The new sponsorship strategy creates one clear, recognisable and consistent story across every partnership. Rather than simply sponsoring clubs, 123inkt.nl now positions itself as a driving force behind youth football in the Netherlands: a brand that actively contributes to enjoyment, confidence and equal opportunities on the pitch.
The strategy also provides a clear framework for future decision-making, making sponsorship investments more effective, measurable and scalable.
For 123inkt.nl, this results in:
Greater brand recognition and affinity among parents, coaches and football clubs.
Increased visibility on and around amateur football pitches across the Netherlands.
A stronger connection between brand communications and social impact.
Let's get in touch!
Curious how we help brands turn sponsorship into a strategic business asset? Get in touch using the contact form below or send an email to info@more2win.com. We'd love to explore how sport can create greater commercial and social value for your brand.