Business | Activations Philips and Sanquin awarded Golden SponsorRing

Business | Activations Philips and Sanquin awarded Golden SponsorRing
2 min

The campaigns of PSV, Philips, Sanquin and Golazo were awarded a Golden SponsorRing on Wednesday evening. 'For Life,' which focused on the longest sports sponsorship between Philips and PSV, won prizes in the sports category. 'Bloedverwanten,' a campaign in which Sanquin and Philips joined forces to recruit blood and stem cell donors, was declared the big winner in the social category.

The SponsorRing is awarded annually for the best activation from Dutch soil. Head of Brand, Communications & Digital Philips Benelux Nanda Huizing is proud of the election. "This golden SponsorRing is the crowning glory of visible and impactful work. With 'For Life' and 'Blood Relatives' we show once again that the partnership between Philips and PSV is still alive and kicking. The social ring is also for Thijs, because thanks to him new blood donors are added every day. And that's really what it's all about. The crowning of 'For Life' makes us and the Philips family more than proud."

For life
The "For Life" campaign was launched in honor of the 110-year partnership between Philips and PSV. This sports sponsorship was recorded by Guinness World Records as the longest sports sponsorship in the world. The record was made world famous with a video in which club icon Frits Philips was brought to life through AI. Mr. Frits became reacquainted with Eindhoven during an evening walk through the city.

Blood relatives
Following the illness of Thijs Slegers, who had been diagnosed with leukemia, Philips and Sanquin decided to join forces. Entirely in PSV theme, they hoped to find 1,913 new donors. The coming together of all forces created a campaign that ultimately exceeded all expectations. In the space of six months, 4,462 blood donors and 9,000 stem cell donors were recruited.