Mercedes-Benz handball sponsorship

Activation of Mercedes-Benz Hungary’s title sponsorship of the Hungarian Handball Federation.

Situation

Mercedes-Benz Hungary’s management decided to enter into a sponsorship agreement with Hungarian Handball Federation with the aim of strengthening the claim “World Class from Hungary” referring to the B-Class and CLA models produced in the Kecskemét plant.

Task

Both parties required plans to activate the sponsorship for the benefit of the National Teams and the company. Besides branding, we focused on home games to use additional advertising surfaces and execute on-site promotion to connect with sports fans. We also incorporated the sponsorship into the day-to-day communication of the company to back up our core messages. We invited the Head Coach of the Men National Team and key players to collaborate at events and activities.

Mercedes-Benz Handball Sponsorship - Photo: Speedlight Photo Agency — Mercedes-Benz Handball Sponsorship – Photo: Speedlight Photo Agency

Action

Significant Mercedes-Benz branding appeared on the team kit, video walls, event booklets, event accessories, merchandising and company car fleet that featured B-Class road cars. Company employees and representatives of the dealer network could use a VIP ticket and merchandising scheme for home games. Lajos Mocsai, Head Coach of the Men National Team delivered keynote speeches at media and customer events, players took part in driving and media appearances.

As an extension of the agreement, Mercedes-Benz Hungary handed over a fleet of vehicles to support the organization of the U19 Handball World Championship in Hungary and sponsored world class player László Nagy’s summer handball camp for kids.

Result

Mercedes-Benz secured prime time television broadcast during home and away games of both Hungarian National Teams with strong public interest in the team’s performance during international tournaments. Branded vehicles were appearing on a daily basis in Budapest and universally appreciated personalities of the National Teams supported brand communications and events. The Federation’s large international events served as spectacular platforms to display Mercedes-Benz’s local commitments and ability to provide mobility solutions for every demands.

László Nagy in a smart fortwo - Photo by MKSZ — László Nagy in a smart fortwo – Photo by MKSZ

Background

Commissioner: Mercedes-Benz Hungary
Client: Mercedes-Benz Hungary
Supporting agencies: Gramy-H