August 6 – In Romania, local gambling brands have been the traditional sponsors of football clubs. The players’ shirts routinely bear brands that encourage fans to bet and play slots online.
The country’s top-tier league has a gambling business as its main sponsor, offering both online and land-based betting and gaming services on the local market but the Romanian Football Federation (FRF) has broken ranks and resigned a European supermarket chain as the national team’s main sponsor..
Thee deal with German retail co-operative REWE Group, the company behind supermarket brands like REWE (Germany) BILLA, Penny Market, and several others, covers the senior and the U21 teams. The contract was first signed in 2015 and was extended until 2024 this January.
SuperrteRO
Now the partnership has gone beyond a mere logo on a jersey. REWE has launched SuporteRO, the first and only retail brand dedicated to Romanian football fans. The brand was developed in cooperation with the Romanian Football Federation and is aimed especially at fans of the Romanian national team – both on a senior and a junior level.
“We made a commitment six years ago to get more and more involved in Romanian football, and the launch of a private brand developed 100% in Romania, by our teams and the Federation, is a historic moment not only for PENNY and the FRF but especially for football fans across the country,” said PENNY Romania CEO Daniel Gross.“Through this partnership we are writing history in the area of the commercial strategy of Romanian football, contributing to a sustainable foundation,” FRF president Răzvan Burleanu added.
Sports product range
The products newly launched under the SuporteRO brand are predominantly sports-related and include sports drinks, vitamin water, and energy drinks, as well as snacks like various nuts.
By the end of the year, the SuporteRO range will contain over 70 products in total, including accessories for fans, outdoor gear, sports equipment and similar items that will be available across the entire PENNY Market retail network that currently has more than 280 locations across the country.
The launch campaign will feature popular Romanian actor and television personality Cabral Ibacka. The campaign’s principal message focuses on the unifying power of football.
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