Team Ro facility branding
Dedeman’s sponsorship of the Izvorani Olympic training facility — an honor to help
In the run-up to the 2024 Paris Olympics, Dedeman — the Romanian Olympic and Sports Committee’s strategic partner for over a decade — set out to refresh its sponsorship presence at Izvorani, the official national Olympic training center where Team Romania’s athletes prepare.
Brandient’s recommendation reframed what a sponsor’s presence in that environment should do. Rather than fill the facility with messages about Dedeman, the work turned the activation into personalized, eye-level communication addressed directly to the athletes in their daily training space — supportive banners built for the people using the room, not advertising aimed at them. It let Dedeman express partnership by alignment rather than assertion: foregrounding the values the brand and the athletes share — loyalty, hard work, discipline, industrious diligence — instead of its own name.
By choosing to speak to the athletes rather than about itself, Dedeman made the sponsorship an extension of its brand character — support shown through conduct, consistent with how the company has backed Romanian sport for more than a decade.
Client:
Dedeman
Industry:
Sports, Media and Entertainment
Project type:
Design Upgrade
Date:
2024
Services:
Brand Name, Narratives and Voice, Communication Design
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