GAZİ - How branding in sports sponsorship becomes a home match

About GAZİ | garmo AG

GAZİ is one of garmo AG's best-known brands in Germany and has long been more than just a logo on cheese. The company stands for high-quality dairy products with cult status and an international fan base. Sports sponsorship is part of the brand strategy, especially in the field of American football. GAZİ is the main sponsor of the European League of Football (ELF), among other things.

🎯 The goal: to make the brand visible where emotions arise and brand loyalty happens directly, namely in the stadium, among fans and at games.

🏔️ The challenge

As the main sponsor of the ELF, GAZİ wanted to order giveaways to be distributed at American football events and on match days. They were looking for a promotional item that was not only durable and high-quality, but also struck a chord with the American football community. After all, American football fans are not a target group that is satisfied with run-of-the-mill merchandise. On the contrary: they support their teams (and their team’s partners) with pride - visibly, loudly, and emotionally. That's why it was clear from the outset that even if these were “just” giveaways, the product had to be high-quality and reflect the GAZİ brand authentically and positively. The challenge to find a promotional item that would be well received in the stadium and continue to be used long after the event. Robust, high-quality, and with a clear message.

💡 The solution

GAZi opted for a stylish black wristband with striking EUROPEAN LEAGUE OF FOOTBALL × GAZİ lettering. Simple, modern and high-quality – just the right accessory for true American football fans.

The idea behind it: an item that immediately catches the eye, is worn with subtlety and pride but powerfully presents the GAZİ brand. And it works, because the wristband is not only a hit on match days. It also finds its place on the wrists of many fans in their free time or during training.

🏈 The result: greater visibility, genuine fan loyalty

The reactions to the giveaway speak for themselves. At events, many fans were delighted with the wristband they could win on the wheel of fortune. Why? Because it doesn't look like a cheap promotional item, but like a genuine fan product. By way of comparison, similar products are sold by the ELF teams themselves for several euros. The GAZİ wristband, on the other hand, was a gift and was celebrated accordingly.

Even players in the league wear wristbands. And in doing so, they carry the GAZİ brand with them, visible on social media, on the field and during training. The goal was to create a presence that stands out and at the same time connects emotionally. A claim that the wristband has obviously fulfilled for American football fans.

Brand presence on the sidelines

Sport thrives on emotion, team spirit and a passionate fan base – whether it's American football, football, basketball, or other sports. Sponsors who appear here are seen, heard, and evaluated. It's no longer just about placing logos on banners or kits. Successful sports sponsorship means becoming part of the community and establishing a genuine connection with the fans.

GAZİ understands this. The brand is not only visible in the stands, but also at the heart of the fan experience. Promotional items such as the stylish wristband work particularly well in this environment. They are more than just simple giveaways – they make a statement. Those who wear them show belonging, connection, and pride. They create an emotional bond between the brand and the sports community and bring fans together.

Strong sports sponsorship charges the brand with emotion and anchors it firmly in the everyday lives of fans. This brings branding to life and makes it part of a shared passion that extends far beyond the playing field.

Are you also looking for promotional items that convey the spirit of American football, create genuine fan moments, and make your brand visible on the field? You'll find exactly what you're looking for in our sports merchandise collection. Take a look or contact us directly. We'll help you score the perfect touchdown for your marketing!