From (for the time being) failed sponsorship of FC Emmen by the company EasyToys

Paul Iske discusses a high-profile failure at BNR every week and what we can learn from it. Listen live Tuesday noon on 13:15, or whenever you want via Apple Podcast of Spotify. This week: the sponsorship of FC Emmen by the company EasyToys. How far does good decency go?

It is remarkable that at a time when many football clubs are on the drip and every euro is more than welcome, a nice sponsor deal is stopped by the KNVB. It would be an amount of half a million, quite a lot of money for the provincial club. The KNVB carries an article for their disapproval 3 of the sponsorship regulations of the football association on, which states, among other things, that a sponsor may not conflict 'with good taste or decency'. For clarity: EasyToys is an online store where toys are for sale, but for adults. In an explanation, the KNVB says: “Supporters of all ages follow football through the matches, among other things (and summaries thereof) to watch. The board of professional football does not think it is appropriate that supporters are confronted with an advertisement that is unsolicited (direct of indirect) can be associated with the sex industry.” By the way, it was not intended that the company name would be placed on the shirts of the youth players.

“The board of professional football does not think it is appropriate that supporters are confronted with an advertisement that is unsolicited (direct of indirect) can be associated with the sex industry.”

Many wonder whether the position of the KNVB is still up to date. Groningen Member of Parliament Antje Diertens (D66) Minister for Medical Care Tamara van Ark asked questions in writing about the sponsor deal between FC Emmen and sex shop Easytoys, which was prohibited by the KNVB.. The question, of course, is whether the government should be responsible for policy within a union.

Others have difficulty with the comment that it is about decency: why are beer brands and gambling allowed (This) yes? Is it good taste that the Orange hopes to qualify for the World Cup in Qatar, a country where people have been put to work as slaves to build much too expensive stadiums.

Easy toys

Incidentally, the whole EasyToys affair has not done any harm to date: the daily number of visitors to the site has more than doubled in a week. That is why some argue that with or without a name on the shirt Easytoys should transfer half a million euros to FC Emmen. The company has had so much free publicity already. And Emmen is already temporarily selling special shirts with advertising for the intended sponsor. Supporters fully support FC Emmen and even PSV seemed to want to cooperate in the match against FC Emmen last weekend through an own goal from the keeper. This goal was also called 'EasyGoal'.

De VIRAL-score

The question is now: How Brilliant is this failed sponsorship? To this end, we are looking again at the VIRAL formula:

  • V = Vision: 9
    The attempt to raise money for the club is always defensible, but in the current situation, where the water is at your lips, of vital importance.

  • I = Bet: 8
    Both the club and EasyToys have done their best to close an acceptable deal.

  • R = Risk: 8
    Of course you walk a (reputation)risk and the risk of protests. But it's definitely worth a try.

  • A = Approach: 7
    An attempt has been made to take sensitivities into account, especially among the youth. Whether that goes far enough, That's always a point of discussion. You can also ask yourself whether sufficient research has been done into the support.

  • L = Learning: 8
    A lot can be learned from this case: What is and what is not acceptable for the public and the football association? How do you deal with objections that are expressed and are there perhaps alternatives (for example advertising on the signs along the field)?

Conclusion

In total I arrive at a 8, so a Brilliant Failure. So I think it deserves a second chance.

BNR News Radio

Paul Iske discusses a high-profile failure at BNR every week and what we can learn from it. Listen live Tuesday noon on 13:15, or whenever you want via Apple Podcast of Spotify.