To pay homage to the over 100,000 Iranians living in Sweden, supporting both national teams in this year’s World Cup, the Swedish betting company Oddset sewed the two countries’ jerseys into one garment.

Depending on which team is playing, you can easily turn the jersey to the side you want to support. The limited edition jerseys were awarded to the most knowledgeable fans in a contest on Oddset’s Facebook page. Demand was high and the contest was a success.

Today, more than 100,000 Iranians live in Sweden. Due to that, there are many Swedes who are supporting both Sweden and Iran in the World Cup in Russia this summer. Despite the huge amount of fans, the Iranian team shirt isn’t available anywhere. So to celebrate the Swedish-Iranian fans, the betting company Oddset had a tailor made the two countries’ jerseys into one shirt. The shirt can easily be turned inside out depending on which team is playing, enabling fans to support both national teams throughout the tournament.

– The Iranian audience are generally interested in sports, and football in particular. The Iranian football jersey is also nearly impossible to find in Sweden, and that’s one of the most common discussion topics in Iranian forums at the moment, says Eva Evesjö, marketing manager of Oddset.

The initiative has been welcomed by many Swedish-Iranians and the demand for the shirts was high.

– We have received an incredibly positive response from Iranians in Sweden who are happy and proud that their national team is involved in a campaign by Svenska Spel, which usually has a lot of focus on the Swedish team, says Eva Evesjö.

The jerseys were awarded on Oddsets Facebook during Monday and Tuesday 18-19th of June. The competitors with best knowledge were chosen as winners, under the concept ‘The more you know, the more you win’. Three lucky winners received their jerseys in time to watch the game between Iran and Spain on Wednesday June 20th and the last group game against Portugal.

– To create engagement in today’s saturated stream of messages you have to stay relevant and find the cultural sweet spot in your story to stand out. When we talked with Swedish-Iranians about what was relevant to them, we quickly understood their love for the two national teams. That made the path to the combined shirt pretty short, says Klas Lusth, executive creative director at Perfect Fools.