Essent and FC Groningen. Good for a great night’s sleep.

Fans feel at home with their club. Sounds like a given doesn’t it? But in fact it’s something very special. With this in mind, and together with Essent’s brand promise of ‘a comfortable home for everyone’, we developed a key sponsor theme: ‘At home with FC Groningen’. Essent used the concept to develop various activations, including spending a night at the FC Groningen Stadium. In collaboration with the Dutch interiors magazine VT Wonen, a complete bedroom and living room was set up in a skybox. The concept was activated in combination with AirBNB.


Make sports count


is more positive about the Essent brand

The stadium is a second home for many fans, and Essent is all about a comfortable home for everyone. We therefore converted the skybox into a real home, so that we could say, in all honesty: ‘Feel at home with FC Groningen’.

— Dennis Lith, Sponsoring Manager, Essent

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