EDEKA: Regional Retail on the HUDDLE Sponsoring Platform
Sponsored matchday activations and digital coupons — with clearly measurable redemption rates from the regional catchment area.
74%
Completion Rate
Started coupon actions through to redemption
+52%
Brand Awareness
Increase compared to the prior period
3.2×
Engagement
Fan interaction vs. control group
29%
Redemption Rate
Share of triggered coupons redeemed
The Challenge
EDEKA wanted to specifically activate fans from the direct catchment area of a partner club — not through traditional poster or TV advertising, but through a digital channel with a direct connection to the club experience. The goal: increase brand awareness in the regional sports environment while simultaneously generating measurable redemptions in retail. Previous measures delivered reach, but no traceable action.
The Approach via the HUDDLE Sponsoring Platform
EDEKA booked sponsored matchday activations and digital conversion campaigns via the HUDDLE Sponsoring Platform. The activations were directly integrated into the fan experience: on matchdays fans received sponsored missions and coupons that could be redeemed at their regional EDEKA store. The channel was clearly defined, the target audience highly affine.
Activation Formats
Digital Conversion Campaigns
QR-based coupons directly in the club app, redeemable at the regional EDEKA store. A clear connection between fan engagement and retail.
Matchday Activations
Sponsored activations around matchdays: fan missions with EDEKA branding at the moment of highest emotional attention.
Branded Missions
Gamified challenges with EDEKA sponsoring — fans collected points for sponsored rewards from the product range.
Campaign Reporting
Complete evaluation of all activations: redemption rate, brand awareness, engagement rate, and share of new customers over the campaign period.
Similar Results for Your Brand?
In an initial consultation we develop a sponsoring strategy based on this reference — tailored to your regional market and activation goal.
