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Dutch telecom company Odido invited supporters at home to secretly submit personal messages to Dutch national team short track skaters. These messages of encouragement were printed on the skaters' suits in the place of Odido's logo to provide the skaters with extra motivation in their battle on the ice. 

Piloted during the ISU Short Track World Tour – Odido Cup, the Dutch telecom company hopes to further strengthen the bond between athletes and their ‘inner circle’. Odido plans to donate logo placements on Dutch national team suits and shirts across several sports this year leading up to the Milan Winter Olympics.

Leo Hensen, director of marketing and 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.” 

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.” 

Odido and Short Track: A Golden Combination 

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.