By Andrew Warshaw
October 23 – One of the most unique partnerships between a club and its fans has been launched in the Netherlands with Dutch giants PSV Eindhoven effectively going on loan to supporters as part of its commercial shirt deal with online credit company Freo.
Fans have been offered the chance to borrow up to 100 items, from the club’s stadium to captain Mark van Bommel (pictured below), the team bus and even the UEFA Cup trophy.
The campaign sees a virtual PSV stadium invite fans to search for the item they want to borrow, then click to claim it.
To be awarded the object each fan must leave a message on the relevant page saying why they should be lent the item.
A jury consisting of PSV players and Freo will then judge the claims and select the best.
To launch the campaign players advertised that they are “For Hire” on their shirts during Saturday’s (October 20) match with Willem II of Tilburg.
Stickers were also placed on the actual objects in the stadium that say “On loan, borrow your piece of PSV”.
The campaign is a collaboration between Havas Worldwide Amsterdam and digital production company MediaMonks Amsterdam.
Freo spokesman Bart Weerkamp said: “The Freo Loan League is a money-can’t-buy, once in a lifetime opportunity that rewards loyal fans, for free.
“With The Freo Loan League, supporters can access parts and people within PSV Eindhoven that are normally out of their reach.
“The campaign mirrors the Freo philosophy: making dreams possible, making the impossible possible.”
The campaign will run until the end of the season in May next year.
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