Odido & TBWA takes sports branding to a new heartfelt place with The Meaningful Logo

TILBURG, NETHERLANDS — Dutch telecom company Odido & TBWA is flipping the script on traditional sports sponsorship with an innovative initiative that puts personal connections front and center. With The Meaningful Logo, Odido replaces its brand logo with heartfelt messages from athletes’ supporters —turning ad space into an emotional boost for sports stars.

Piloted at the ISU Short Track World Tour – Odido Cup, the initiative allows supporters at home to secretly submit messages of encouragement, which are then printed on the suits of Dutch national short track skaters. This year-long campaign extends across multiple sports, reinforcing the bond between athletes and their inner circle as they gear up for the Milan Winter Olympics.

Leo Hensen, Director of Marketing & Communications at Odido: “In sports, the focus is usually on performance. At Odido, we look at how we can connect athletes with the people who matter most to them. By replacing our logo with a personal message, we show how sponsorship can be meaningful in a different way.”

Sponsor

Erik Falke, Executive Creative Director at TBWA\NEBOKO: “The biggest convention in sports sponsorship is just slapping your logo on the suit. Nice for the brand, but it doesn’t do anything for the athlete. By replacing it with a personal message, we hope to give the skaters the same mental boost that a supportive text message before a race can provide. Judging by their reactions at the reveal, it seems we struck the right chord.”

The ISU Shorttrack World Tour – Odido Cup marks the start of the pre-Olympic year. Exactly one year from now, the Winter Olympics in Milan will begin—a crucial period in which qualifications and intensive training will be decisive. With this initiative, Odido reinforces its commitment to the sport and its athletes, emphasizing that connection and support are just as important as technology.

As the proud title sponsor of the ISU Shorttrack World Tour and the main sponsor of TeamNL short track skaters, Odido is committed to giving the sport a broad platform. From February 7 to 9, the IJssportcentrum in Tilburg will be transformed into a true short track arena, where the best Dutch short track skaters will compete against the world’s top athletes.

Sponsor

CREDITS

Odido
Leo Hensen (Director Marketing & Communications)
Rindert de Lange (Brand Strategist)
Margaret Kreuger (Manager Brand & Customer)
Ferdi Merks (Senior Sponsor Manager)
Nicole Vrolijk (Senior Brand Manager)
Denise Noordermeer (Head of Media)
Eva Schröder (Senior Media Manager)

TBWA\NEBOKO
Oscar Flinterman (Senior Copywriter)
Tjeerd Buntsma (Senior Art Director)
Tuomas Karvonen (Senior Creative)
Dani Polak (Head of Creative innovation)
Darre van Dijk (Chief Creative offiver)
Erik Falke (Executive Creative Director)
Dennis Baars (Executive Creative Director)
Matthijs van Schie (Brand Director)
Pien Eijsvogel (Senior Strategist)
Su Ling Tan (Brand Manager)