The Meaningful logo

“Dutch telecom company Odido is redefining sports sponsorship with “”The Meaningful Logo,”” replacing its logo on athletes’ suits with personal messages from their loved ones. Instead of traditional branding, Odido is using its media visibility to create deeper connections between athletes and their supporters.

As part of a year-long initiative, the company invited friends and family to secretly submit messages of encouragement to Dutch national team short track skaters. These heartfelt messages were then printed on the skaters’ suits, offering them extra motivation as they compete on the ice. Odido also plans to extend this approach across multiple sports, making sponsorship more meaningful. “