At the Men’s World Floorball Championships in Helsinki, the referees were dressed in fully customised shirts for the very first time. Now the Fisherman’s Friend shirts are among the Finnish Sponsoring & Events Awards ry finalists.

The presentation of the customised referee shirts brought a new element to the field-of-play as well as to the repertoire of portraying event sponsors. The LOC in Helsinki and their sponsor Fisherman’s Friend (represented in Finland by Arvid Nordquist) had with the creativity of i2 agency created referee shirts that resemble the sugar-free lozenges packaging. This is how the cooperation is described:

Ice-cold referees! The WFC referees served justice at the arenas in shirts representing the design of Fisherman’s Friend brand sugar-free products in “three flavours”. Seven referee pairs refereed a total of 48 matches in a 9-day event in front of over 70 000 spectators on the stands, dressed in stylish Fisherman’s Friend referee outfits. Several product tastings were organised during the cooperation and the online media of the floorball community was utilised to build the connection with the community. In addition, the partnership during the World Championships was enhanced with rink-, LED-, and jumbotron advertisements.


Photo by Juha Hautakangas


There is also another floorball project among the finalists: the cooperation between floorball club Classic (in Finnish) and the shopping centre Ideapark in Lempäälä. The essence of this case is that Classic moved its home matches to the event venue, named Bläk Boks (in Finnish), which is in the middle of the shopping centre, bringing the match experience closer to people flows. The venue also offers a multitude of hospitality options and a lot of audio-visual elements for the floorball audience.

There is also the “Peoples Choice”-category and online voting is on until February 20th here.

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