In Sweden, many hearts beat for various national teams. In fact, 897,431 Swedes have roots in the 32 countries that participated in the 2022 World Cup – countries they could cheer for when Sweden wasn’t participating. That's why Oddset launched the campaign "Which is your second team?”– to help football fans overcome the disappointment of Sweden’s absence from the World Cup and encourage them to connect with, and choose, their second team.
The heart of the campaign were 32 swedes with roots in the 32 different national teams, dressed in national team jerseys, with one rather big change: The Swedish emblem by the heart. A way to show the unifying power of football and a way for fans to show which two national teams they are extra passionate about.
The jerseys were sold through Oddset’s webshop dittandralag.se and sold out in the first three days of the campaign. Real fans were featured in their second team jerseys on the page.
The campaign aired on both TV and digital channels during the World Cup.
To help the second-teamless Swedes choose a second team, we asked the ambassadors of the 32 World Cup countries to use the jerseys to recruit new fans.
Francois Voeffray, ambassador Schweitzerland
“’Swedzerland’, what else? Many people think we are the same country anyway.”
Carl Peeters, ambassador Belgium
“Are you at the same time ‘lagom’ like a Smurf and cheerful like a Belgian beer? Then support team Belgium”
Bernard Philip, ambassador Australia
“Australia and Sweden are united in football – the women’s national team is coached by Tony Gustavsson. Heja på ett land down under this World Cup and support the Socceroos!”
Peg Parnevik (USA), Miguel “Migi” Kouyate (France), Matias Varela (Spain) and the rest of the second team ambassadors – behind the scenes.
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