There is a distinct art to B2B advertising in football programmes, and local car dealerships often lead the way. The elegant advertisement by Wensink, a prominent local Mercedes-Benz dealer, perfectly bridges the gap between luxury automotive sales and the beautiful game with a simple, brilliant slogan: “Een mooi één-tweetje” (A beautiful one-two).
By utilizing a classic football metaphor—the “one-two” passing combination—Wensink successfully connected their brand’s promise of smooth, reliable partnership with the action happening down on the pitch. This wasn’t just an ad aimed at the regular stands; it was a highly targeted message for the business seats and VIP lounges of the Euroborg. In regional football, the stadium’s hospitality area is the ultimate networking hub. Local entrepreneurs buy luxury cars from the same people they share a beer with at halftime.
This advertisement captures the essence of regional sports sponsorship: it’s built on trust, shared passion, and local presence. A “one-two” pass requires two players who understand each other perfectly, which is exactly how local businesses in Groningen view their relationship with their clients and their football club.
A Look into the Future
By 2026, the VIP parking lot at the Euroborg looks vastly different. The roaring combustion engines have been almost entirely replaced by sleek, silent fleets of electric vehicles (the EQ series). Wensink has evolved into a comprehensive mobility provider rather than just a traditional dealership. Yet, the core philosophy remains untouched: the “one-two” partnership model between the club’s wealthy benefactors and local premium brands is still the financial engine that helps keep FC Groningen competitive.