Let’s do sports!

This article is available for reading in Trade magazin 2023/5

SPAR Magyarország has been the name sponsor of the SPAR Budapest Marathon® Festival, one of the biggest leisure sport events in Central Europe, since 2008.

Márk Maczelka
head of communications
SPAR Magyarország

Márk Maczelka, head of communications of SPAR Magyarország Kereskedelmi Kft.:

“Running is the sport that anyone can do, from the young to the old – and from the shortest walking distance to the marathon. In 2022 more than 17,000 amateur and professional runners participated in the event”.

SPAR Magyarország employees don’t have to pay an entry fee, and the retailer collaborates with different charities, raising money for various good causes at the SPAR Budapest Marathon® Festival year after year. All over Hungary posters advertise the event in stores, encouraging shoppers to take part.

Supporting sport can be about promoting a healthy lifestyle, it can have a social dimension and it can also strengthen the sense of identity

The official food partner

Being a responsible company, Lidl has been calling attention to the importance of healthy eating and lifestyle for many years.

Judit Tőzsér
head of company communications
Lidl Magyarország

Judit Tőzsér, head of company communication at Lidl Magyarország:

“By sponsoring athletes and sporting events, our primary focus is on consumers who are interested in healthy lifestyle. Our objective is to raise consumer awareness of Lidl and make the chain even more popular”.

Since 2017 Lidl has been one of the main sponsors of the biggest handball tournaments: the discounter was the official fresh food partner of the men’s European Championship in 2021 and the World Championship in 2022. Since 2017 Lidl has also been the main sponsor of the Lake Balaton Cross Swimming event. In football they will be a sponsor of the UEFA EURO 2024.

Sport brings people together

Ever since its foundation, the Coop Economic Group has been sponsoring cultural and sports organisations and events. In 1996 Coop launched a programme for sponsoring the preparations of the Hungarian Olympic Team to the Games, via the Hungarian Olympic Committee (MOB). At regional level franchise partners sponsor local sporting events, and amateur and professional athletes.

Géza Tóth
CEO
Co-op Hungary

Géza Tóth, CEO of Co-op Hungary Zrt.:

“In sponsorship Coop concentrates very much on children, promoting healthy living, and strengthening communities. Sport brings people together, so it is perfect for community building”.

In 2021 the Coop Economic Group extended its cooperation with MOB by another 4 years.

Professional sports and leisure sport events

It is an important mission for the mineral water brand Szentkirályi to educate consumers about hydration, and at the same time to sponsor school programmes whenever possible.

Peter Schenk
marketing director
Szentkirályi Magyarország

Peter Schenk, marketing director of Szentkirályi Magyarország:

“Last year school classes had the chance to win valuable sporting equipment by entering our Smart PE programme. In addition to sponsoring professional sports, we also support leisure sport, for instance many amateur running events, including one of the biggest, Vivicitta”.

In 2016 the company launched the Szentkirályi Talent Programme for sponsoring talented young athletes – some of the former participants have already proved their worth at the Olympic Games.

Preparation, dedication, hard work and willpower

In HELL Energy’s strategy sports sponsorship has always played a key role, as it was very well illustrated by the 2-year partnership with the Formula 1 team AT&T Williams. In the last 16 years HELL Energy also sponsored many mass events and various professional teams.

Márton Vecsei
senior brand manager
HELL ENERGY

Márton Vecsei, senior brand manager of HELL Energy:

“We are sponsors of the football team DVTK and have been the name sponsor of HELL Fight Club in Miskolc for 5 years. The latter popularises boxing and martial arts among young people, at the same time also fighting discrimination”.

HELL isn’t just a company, but a community with shared values, where preparation, dedication, hard work and willpower are important for every worker – just like for the footballers at DVTK and the members of HELL Fight Club.

Brand renewal and youthful freshness

What Helia-D does isn’t classic sports marketing, but more like involving athletes in the company’s marketing communication. For instance they are introducing the new Hydramax deep hydration cream gel range together with Olympic swimmer Zsuzsa Jakabos.

Szilvia Szládek
head of marketing
Helia-D

Alcohol-free beer can help in post-workout recovery

The relationship between fitness and alcohol is very well researched. In 2022 a study examined the correlation between moderate and high levels of fitness in both men and women, finding that both groups were more likely to consume more alcohol than their less physically fit counterparts. Drinking an alcoholic beer after a workout may not be the best idea though, for instance because alcoholic beer is a mild diuretic, increasing the production of urine – this isn’t good if one is trying to rehydrate.