The results
The Challenge
As Official Partner of the FIH Hockey World Cup 2026, PostNL wanted to strengthen both brand visibility and brand preference in Belgium during a strategically important period ahead of the commercial autumn season.
The World Championships provided a unique opportunity to connect with hockey fans, families, customers and prospects.
The partnership also offered a natural fit with the values of hockey: respect, teamwork and inclusivity form the foundation of the sport and closely align with the values that PostNL stands for every day.
"Klaar voor jouw ongeduld"
At the heart of the campaign was PostNL’s positioning: “Klaar voor jouw ongeduld” (Ready for your impatience).
The idea reflects a simple insight: people cannot wait to receive their parcels.
PostNL embraces that impatience by continuously improving speed, reliability and convenience, ensuring packages reach customers as quickly as possible.
The Approach
Golazo Brands developed an integrated activation strategy connecting digital engagement, fan experiences and in-stadium visibility.
At the center of our campaign, we worked around the simple, relatable insight: just as people cannot wait for their parcel to arrive, hockey fans could hardly wait for the start of the FIH Hockey World Cup 2026.
A digital campaign ahead of the FIH Hockey World Cup
During the months leading up to the FIH Hockey World Cup, we launched a digital campaign featuring two humorous videos highlighting everyday situations where people simply could not contain their excitement for the upcoming World Cup.
Through playful hockey references, the campaign invited fans to participate in an online competition and win exclusive Hockey Boxes and tournament tickets, including final and semi-final experiences.
Fan engagement during the FIH Hockey World Cup
Visitors were welcomed to the PostNL activation stand on the Public Plaza. The centrepiece of the activation was a large package wall built from recognisable PostNL parcels, instantly reinforcing the brand’s role as parcel delivery expert.
Fans were challenged to score a hockey ball through one of the openings in the package wall. Successful participants received a scratch card revealing their prize.
Four exclusive Hockey World Cup gadgets were specially developed for the campaign, including branded hockey grips, tournament posters, a custom PostNL Dobble game and branded luggage tags.
Strong visibility during the FIH Hockey world cup
The activation extended beyond the fan village and into the stadium itself. Before every match, a custom-built remote-controlled PostNL vehicle delivered the official match ball to the centre spot, creating a memorable branded moment for both spectators and broadcast audiences.
Throughout the tournament, two PostNL cam carpets alongside the pitch ensured continuous visibility during every match.
In addition, PostNL benefited from extensive LED boarding exposure around the field, keeping the brand prominently visible throughout match play and reinforcing its presence across both the live stadium experience and international broadcast coverage.
The Results
Through the digital campaign, PostNL generated a reach of more than 531,000 people and recorded over 42,000 video views, while more than 1,000 fans participated in the online competition.
At the Public Plaza, the activation stand welcomed thousands of visitors and generated 17.141 participations.
The scratch-and-win mechanic proved highly engaging, resulting in 2,904 participants winning PostNL scratch cards and branded prizes.
In the stadium, PostNL maintained a strong presence throughout all 50 tournament matches. The custom Match Ball Delivery became a recurring fan-favourite moment, creating a unique branded experience at every match while reinforcing PostNL’s visibility both in the stadium and through broadcast coverage.
Our role
Golazo Brands managed the campaign from strategy to execution, including:
- Campaign strategy and concept development
- Creative development of the “Klaar voor jouw ongeduld” platform
- Digital campaign production
- Design and production of the activation stand
- Development and production of exclusive campaign gadgets
- Event operations and staffing
- Match Ball Delivery coordination
- On-site activation management
- Reporting and campaign evaluation
SERVICES
- Campagne
- Activation
- Strategy
CREDITS
- Golazo Brands
- PostNL
#READYFORYOURIMPATIENCE
The PostNL Hockey World Cup campaign transformed a brand promise into a tangible fan experience.
From digital storytelling and exclusive giveaways to an interactive fan activation and memorable in-stadium moments, the campaign successfully connected PostNL’s message of speed and anticipation with the excitement surrounding the world’s biggest hockey tournament.
By bringing their motto “Klaar voor jouw ongeduld” to life across every touchpoint, PostNL strengthened its connection with hockey fans and created a partnership experience that delivered long after the final whistle.