Sport as a strategic brand experience

This article is available for reading in Trade magazin 2025/5.

The joy of sport meets brand experience

SPAR Magyarország has a long-standing commitment to promoting a healthy lifestyle and sport.

Márk Maczelka
head of communications
SPAR

“Sports events create opportunities for consumers to experience SPAR’s values and product range directly, and to get a positive brand experience”,

says head of communications Márk Maczelka.

Since 2008 the retailer has been the title sponsor of the SPAR Budapest Marathon® Festival, where tens of thousands of amateur and professional runners take part every year. In 2025 SPAR will add a new dimension to its sporting presence by supporting the Red Bull Four 2 Score football championship. The qualifiers will also feature a team selected by Dominik Szoboszlai.

107 országból érkeztek futó k a SPAR Budapest Maraton® Fesztiválra

Tuned to family experiences

Eszter Kazatsay
head of corporate communications
PENNY Magyarország

“When sponsoring sporting events, it is important to us that participants have new experiences, impulses and a good time. PENNY Magyarország has been a sponsor of the Ferencváros football team for years, is present for the umpteenth time at Ultrabalaton and has been the main sponsor of the Santa Claus Run for the second year in a row”,

says head of corporate communications Eszter Kazatsay.

At the Ultrabalaton runners are welcomed by a PENNY Chill Zone with a live DJ, prizes, discount coupons and tasting sessions. At the Santa Claus Run participants are treated to a mini Advent festival, featuring exciting activities and snacks for children.

Innovation, performance, responsibility – on the race track and beyond

For Shell sports marketing isn’t just a visibility tool, but also an integral part of the brand identity of innovation and performance. Participation in technical sports, a commitment to excellence and social responsibility are all reflected in the company’s sport-related activities.

Sarolta Vecsey
mobility manager
in Hungary and Slovenia
Shell Hungary

“Sport not only demonstrates our commitment to innovation and excellence, but also gives us the chance to support communities and talent”,

explains says Sarolta Vecsey, mobility manager of Shell in Hungary and Slovenia.

As part of its social commitment, Shell is a sponsor of two-time Paralympic champion athlete Luca Ekler.

BioTechUSA’s ‘Back to the Gym’ campaign was a great success, supporting sick children involving IFBB BIKINI Pro competitor Eszter Oczella and IFBB Pro Jenő Kiss, 2x Mr. Universe bodybuilding legend

Credibility on the global stage too

Petra Gáborik
group manager for
theoretical product
development and
regulatory affairs
BioTechUSA

The BioTechUSA Group has been working for over 20 years to promote sport and conscious living with authentic, science-based products. Its innovation work is driven by focusing on functionality, consumer experience and international-level quality. Its international presence is well demonstrated by the long-term partnership with FC Barcelona, one of the world’s most famous football clubs.

“Consumers are more and more aware of the importance of high active ingredient content, easy integration into the diet, safety and enjoyment”,

says Petra Gáborik, group manager for theoretical product development and regulatory affairs.

One of their main innovations in 2025 is the Crush Bar, a multi-layered protein bar without added sugar, ideal for sports performance and healthy snacking.

In harmony with the body – inside and outside

Alexandra Béres
founder
Balance by Béres
Alexandra

As an athlete and fitness coach, for more than two decades Alexandra Béres has been working to promote health-conscious lifestyles through authentic examples, expertise and new solutions. This approach is encapsulated in her own brand, Balance by Alexandra Béres, which is based on the holistic unity of skincare, nutrition and movement.

“For me a healthy lifestyle has always been a complex approach, in which exercise, nutrition and skincare all play an important role. This philosophy is also reflected in the Balance brand”,

says Alexandra Béres.

Marketing focuses on the practical implementation of the Balance philosophy through online channels, community events and Alexandra’s summer camp.

The philosophy of the Balance by Alexandra Béres range is closely linked to sports and exercise

With sponsorship for a conscious lifestyle

Adrienn Horváth
marketing manager
TUTTI

TUTTI Food Kft. has been present in the market for almost four decades and made its mark in the FMCG sector not only with its innovative products, but also with its value-based branding. BodySelect, the company’s nutritional supplement brand promotes conscious nutrition and an active lifestyle.

“For us sport isn’t a tool but a value system and dietary supplements aren’t a cure-all but an effective tool for consistency”,

we learn from marketing manager Adrienn Horváth.

Since 1991 the company has been the name sponsor of TUTTI Judo Club in Koroncó, one of the most successful Hungarian youth training clubs. They also work together with bodybuilder Zsolt Molnár and have supported the training of Olympic athletes.

Life is sport – and they mean it

Szabina Redele
brand manager
(Sport szelet)
Mondelez Hungária

The name and character of Sport bar, which has a history longer than 70 years, is naturally linked to sport, making sports marketing a logical and effective branding tool for Mondelez Hungária. Its slogan – Life is Sport. You need energy. – refers to both physical and mental activity, which can easily be boosted with a little chocolate.

“The values of sport – perseverance, fighting and energy – fit the message of Sport bar perfectly”,

points out brand manager Szabina Redele.

Sport bar had an active presence at the 2023 World Athletics Championships in Budapest, which provided an exceptional opportunity for consumer engagement.

A shared passion for sport and coffee

Balázs Szabó
HoReCa manager
Mocca Negra

For the 34-year-old Szentendre-based coffee company sport has always been part of the corporate culture – both at family and organisational level.

“We believe in sport and its many benefits. Sport brings people together and motivates them to succeed”,

says HoReCa manager Balázs Szabó.

Every year the company organises a family sports day for its employees and this has given rise to the idea of the Bravos Sport Club, which now has five padel courts – two of them are indoor – and newly built tennis courts. The Bravos Sport Club hosted the FIP Junior Padel European Championships in 2024

HELL Boxing Kings returns

Dynamism supported by sport

Adrienn Popovics
marketing director
HELL ENERGY
Magyarország