Nordea Bank – Growing together with Latvian football

BRAND BACKGROUND

Nordea Bank is the largest financial institution in the Nordic area. The bank started its operations in Latvia under the Nordea brand name in 2000, when its operations in Latvia were mostly aimed at corporate clients. The bank's marketing priorities changed, however, and by 2003 Nordea set itself the prime objective of positioning the bank as accessible and open to larger masses of society. On the verge of major football popularity boom (Latvian national football team qualified for Euro 2004 in Portugal for the first time in the team's history), Nords Porter Novelli (NPN) decided to attain the positioning goal by means of football sponsorship. Extensive market research lead to NPN and Nordea's long-term cooperation with the Latvian Football Federation (LFF), and Nordea bank became the general sponsor of the national team and federation. A deal of €500,000, concluded in 2004, became the largest sports sponsorship project in the history of Latvia. Cooperation between Nordea and LFF has stretched into the third year running, and activities described herein were realised in 2005/2006.