The results
The Challenge
As the new official partner of Belgian hockey, Delhaize wanted to go beyond traditional sponsorship visibility and become part of the hockey family experience.
The ambition was to connect with families, young players and hockey fans through engaging experiences that brought Delhaize’s positioning around healthy food and an active lifestyle to life, while building excitement towards the FIH Hockey World Cup 2026.
The Approach
Together with Delhaize and TBWA, Golazo Brands translated this ambition into an integrated activation journey, connecting fans, players, local hockey clubs and major hockey events along the road to the FIH Hockey World Cup 2026.
At the heart of the concept was a simple but recognisable hockey ritual: the quarter of an orange handed out as an energy boost during breaks. This familiar symbol became the creative thread connecting the different activation moments.
From the opening of the Belfius Hockey Arena on April 1, the Club Finals, through the Pro League and a roadshow across four Belgian hockey clubs, Delhaize brought together healthy food, interactive challenges, entertainment and strong brand visibility to engage the hockey community.
The journey culminated at the FIH Hockey World Cup 2026 in Wavre.
From the journey to the World Cup
The World Cup experience started before fans even reached the stadium.
Leaving the official parking area’s, people took shuttle busses to the event location at branded stops. At these stops, a mobile hockey game challenged supporters to put their skills to the test and win prizes, which could then be collected at the Delhaize activation stand.
In the heart of the Fan Village, visitors could pose with both official World Cup trophies and take home a personalised photo and keychain as a lasting memory of the experience.
Inside the stadium, the ¼ orange sampling brought Delhaize’s healthy lifestyle message directly into the matchday experience.
The Delhaize Smile Cam, supported by the Delhaize mascot, added another layer of entertainment and fan engagement.
On the pitch, the branded Ball Patrol accompanied the action throughout the tournament, creating an additional, highly visible connection between Delhaize and the game itself.
Together, these touchpoints created one connected journey: from the local hockey club to the World Cup stadium.
The Results
Across 13 tournament days and 50 matches, Delhaize was present throughout the fan journey, combining healthy food, entertainment and brand visibility.
- 4,455 unique photobooth pictures
- 4,431 personalised keychains
- 10,000+ large-format photo prints
- 6,000+ estimated mobile hockey game completions
- 1,300 Delhaize goodie bags redeemed
The activation turned sponsorship into participation, giving fans multiple opportunities to play, engage, share and take a piece of the experience home.
Our role
Working from the strategic framework developed by Delhaize and TBWA, Golazo Brands managed the activation journey from concept development and creative translation through to production, logistics, staffing and on-site execution.
Our role was to connect every touchpoint into one consistent and engaging brand experience, bringing Delhaize closer to the Belgian hockey community at every level, from local clubs and national competitions to the biggest stage of all: the FIH Hockey World Cup.
SERVICES
- Strategy
- Activation
- Campaign
CREDITS
- Golazo Brands
- Delhaize
- TBWA
#livefullywithdelhaize
Delhaize wanted to connect with families, young hockey players and hockey fans while bringing to live their positioning around healthy food and an active lifestyle to life at the FIH Hockey World Cup.
Golazo Brands translated this ambition into an integrated activation journey, connecting fans, players, local hockey clubs and major hockey events.