“Have fun as much as when you were little”

That is one of the messages that has occupied the place where the Dutch Company of Telecommunications Company should have seen Hated in the equipment of the national speed skating team on short track. And the brand has given its space to the messages of family and friends of the athletes with the intention of strengthening their relationship with athletes.

The action has been developed under the title “The Meaningful Logo” (The significant logo) and has worked alongside creative agencies TBWA Neboko and TBWA Helsinki. The company’s objective is to connect athletes with the people who care, thereby launching an emotional message about communication and evidencing their ability to emotionally connect people.

The brand has invited the intimate circle of athletes to send messages to athletes, and these were printed on the skaters for skaters to provide them with motivation Additional about ice. The messages were included both in the front of the uniforms, as in the legs.

“In sports, the approach is usually on performance. In Odido, we look for ways to connect athletes with the people who care the most. By replacing our logo with a personal message, we show how sponsorship can be significant in a different way”, Said Leo Hensen, Marketing Director and Odido Communications, in a statement.

For their part, from the agency, they explain that the initiative has sought break with the great convention of sports sponsorship, which is simply to stamp the brand logo on the equipment. “It is good for the brand, but does nothing for the athlete”, Says Erik Falke, Executive Creative Director of TBWA Neboko. “By replacing it with a personal message, we hope to give skaters the same mental impulse that can provide a support text message before a race”

The action has been held during the Isu short track world tour – hated cupheld between February 7 and 9 in the Dutch city of Tilburg. However, the initiative will last all year and will be repeated in various disciplines and competitions for the Milan Winter Games, which will take place in February 2026.

Technical file

• Advertiser: hated
  • Leo Hensen (Marketing & Communications)
  • RANGER DE LAnge (Brand Strategyist)
  • Margaret Kreuger (Manager Brand & Customer)
  • Ferdi Merks (Senior Sponsor Manager)
  • Nicole Vrolijk (Senior Brand Manager)
  • Denise Noordermeer (Head of Media)
  • Eva Schröder (Senior Media Manager)
• AGENCY: TBWA Neboko
  • Oscar Flinterman (Senior Copywriter)
  • Tjerd Buntsma (Senior Art Director)
  • Tuomas Karvonen (Senior Creative)
  • Dani Poak (Head of Creative Innovation)
  • Darre Van Dijk (Chief Creative Offer)
  • Erik Falke (Executive Creative Director)
  • Dennis Baars (Executive Creative Director)
  • Matthijs van Schie (Brand Director)
  • Pien Eijsvogel (Senior Strategist)
  • Your Ling Tan (Brand Manager)
• AGENCY: TBWA Helsinki
  • Paula Sonne (Earned Creative Director)
  • Jukka Raittila (Earned Creative)
  • Erica Niiniaho (Earned & Social Trainee)
• PRODUCTION COMPANY: MAKE
  • Maarten von Schmidt (Producer)
  • Tim Bleijenberg (DOP)
  • Jeroen Spanjaart (Sound)
  • Bernat Amengual (Motion Designer)
• Media AGENCIES: Dentsu Creative, Essense Media