The main sponsors of the Dutch Premier Division helped raised awareness for the Invictus Games The Hague 2020 presented by Jaguar Land Rover by giving up part of their sponsorship rights during the weekend of 14th and 15th September.
Moving billboards during the matches were instead devoted to the Invictus Games, and at some of the matches, paratroopers delivered the official game ball on the centre spot in the fields thank to the support of the Ministry of Defence.
Dutch veterans were invited to watch the matches and fifty percent of the media backdrops were covered by the Invictus Games The Hague 2020 logo.
The activity asked spectators to ‘Stand Up For the Invictus Games’ and show support for wounded, injured or sick Servicemen and women.
It is the first time that all main sponsors of the eighteen clubs participating in the Dutch Premier Division collectively supported such a social initiative. The activity, which was set up by AFAS and Asito, reached millions of viewers via the stadiums, and via tv channel Fox Sports.
Contributing to society
“There is always grumbling that football has become too commercial. Of course it’s commercial, but that’s not the whole story, “said Remko Stolk, commercial director of Asito, shirt sponsor of football club Heracles Almelo.
“We do more than sticking a logo on a shirt. We also have to play a role in society.
In the US and the UK, traditionally there is much more awareness for veterans than in the Netherlands. It is important that we know what happens to all the soldiers we deploy. Fortunately, most return unharmed but there are also those who become physically or mentally injured. That’s why we want to raise the awareness for veterans. ”
The plan for a football weekend in which veterans are put in the spotlight developed “as a sign of society’s appreciation.”