Malmö FF
Malmö FF
Malmö FF
Client:
Malmö FF
Transforming Football Marketing by Putting Fans at the Heart of the Club
The Problem
Our Approach
The Impact
Malmö FF, Sweden’s most decorated football club, wanted to create a deep, emotional connection with its fans by making them the central focus of its marketing efforts. The challenge was to develop impactful storytelling that honored the club’s rich history while engaging a new generation of supporters.
We crafted campaigns that put Malmö FF fans at the heart of the narrative. The 2023 season ticket campaign transformed the stadium’s seats into symbols of unwavering dedication, using a monochrome aesthetic with flashes of blue to bring each fan’s story to life. For the club’s new kit launch, we spotlighted Malmö’s diverse community, featuring fans in their favorite city spots. To further reinforce the club’s connection to its supporters, players wore jerseys featuring the names of 22 dedicated fans during the first game of the season.
→ A revolutionary fan-first marketing approach – Malmö FF positioned its supporters as the true heroes of the club.
→ Stronger emotional connection – Every campaign reinforced the deep sense of community within the club.
→ Modernized brand aesthetic – The striking visual identity resonated across digital and physical platforms.
→ High engagement and increased brand loyalty – Fans felt valued, leading to stronger social engagement and ticket sales.
The Brief
The Brief
Malmö FF, Sweden’s most decorated football club, wanted to create a deep, emotional connection with its fans by making them the central focus of its marketing efforts. The challenge was to develop impactful storytelling that honored the club’s rich history while engaging a new generation of supporters.
Malmö FF, Sweden’s most decorated football club, wanted to create a deep, emotional connection with its fans by making them the central focus of its marketing efforts. The challenge was to develop impactful storytelling that honored the club’s rich history while engaging a new generation of supporters.
Our Approach
Our Approach
We crafted campaigns that put Malmö FF fans at the heart of the narrative. The 2023 season ticket campaign transformed the stadium’s seats into symbols of unwavering dedication, using a monochrome aesthetic with flashes of blue to bring each fan’s story to life. For the club’s new kit launch, we spotlighted Malmö’s diverse community, featuring fans in their favorite city spots. To further reinforce the club’s connection to its supporters, players wore jerseys featuring the names of 22 dedicated fans during the first game of the season.
We crafted campaigns that put Malmö FF fans at the heart of the narrative. The 2023 season ticket campaign transformed the stadium’s seats into symbols of unwavering dedication, using a monochrome aesthetic with flashes of blue to bring each fan’s story to life. For the club’s new kit launch, we spotlighted Malmö’s diverse community, featuring fans in their favorite city spots. To further reinforce the club’s connection to its supporters, players wore jerseys featuring the names of 22 dedicated fans during the first game of the season.
The Impact
The Impact
→ A revolutionary fan-first marketing approach – Malmö FF positioned its supporters as the true heroes of the club.
→ Stronger emotional connection – Every campaign reinforced the deep sense of community within the club.
→ Modernized brand aesthetic – The striking visual identity resonated across digital and physical platforms.
→ High engagement and increased brand loyalty – Fans felt valued, leading to stronger social engagement and ticket sales.
→ A revolutionary fan-first marketing approach – Malmö FF positioned its supporters as the true heroes of the club.
→ Stronger emotional connection – Every campaign reinforced the deep sense of community within the club.
→ Modernized brand aesthetic – The striking visual identity resonated across digital and physical platforms.
→ High engagement and increased brand loyalty – Fans felt valued, leading to stronger social engagement and ticket sales.
72%
increase in social engagament
72%
increase in social engagament
72%
increase in social engagament
72%
increase in social engagament
20%+
uplift in season tickets
20%+
uplift in season tickets
20%+
uplift in season tickets
20%+
uplift in season tickets
#1
viewed campaign for Malmo FF
#1
viewed campaign for Malmo FF
#1
viewed campaign for Malmo FF
#1
viewed campaign for Malmo FF
See More
See More
See More
Let’s Create Something Exceptional Together
Let’s Create Something Exceptional Together
Let’s Create Something Exceptional Together
Have a project that needs smart, scalable content solutions? Whether you’re looking to streamline production, enhance engagement, or localize at scale, Orb is here to help.
Let’s discuss how we can bring your vision to life - get in touch today!