Think big
How a cardboard stadium opened the door to a new naming partner
Initial situation
FC St. Gallen 1879's stadium will be given a new name for the 2026/27 season - a significant step for the traditional club and an exciting challenge for the marketing of the naming rights.
BUREAU54 was on board as a creative and strategic partner from the very beginning. Together with the FCSG marketing team led by Troy Lüchinger, we developed and implemented a holistic campaign - from the initial idea to the concept to the final implementation.
A central element of the campaign was a creative direct mailing to potential sponsors: a personalized miniature stadium made from recycled cardboard, designed and produced in collaboration with Layercake. Layercake specializes in innovative, three-dimensional objects for events and campaigns.
The stadium model was sent in a high-quality cardboard mailing together with a personalized brochure - both from our hand, in close cooperation with FC St. Gallen 1879. Each stadium bore the logo of the respective recipient, each brochure was individually tailored to the target group. The mailing was complemented by a high-quality video that conveyed the idea and the partnership in an emotional way.
Result
The creative approach and high-quality implementation were effective: A new naming partner was acquired within just two months - a long-term partner and a real perfect match for FC St. Gallen 1879.
Insights
Projects like this show how effective well thought-out communication can be - especially when creative idea, design, strategy and execution go hand in hand. The close collaboration with FC St. Gallen 1879 and Layercake has shown how powerful partnerships at eye level can be.
Such projects are exactly our thing: from the idea to the concept to the implementation - creative, strategic, personal.
