The Dutch soccer club is allowing fans to borrow its things in an innovative, new promotion with shirt sponsor Freo.
Its "things" include manager Dick Advocaat, captain Mark van Bommel, socks belonging to rising star Jetro Willems, the team bus, the UEFA Cup trophy and even PSV's Philip's Stadium itself.
PSV partnered with the online credit company to launch the "Freo Loan League."
The league allows any of the club's 1.4 million fans to enter a virtual PSV stadium and claim any one of 100 items. All they have to do is leave a message on the website explaining why PSV should lend them the item. A panel, composed of players, club staff and representatives from Freo and marketing firm Havas, will choose the best response and award the item to that fan.
The Freo Loan league was launched on Oct. 20, when PSV players took the field for their game against Willem II with messages on their shirts saying they were "For Hire" ("Te Leen" in Dutch). The league runs through the end of the season in May 2013.
World Soccer reports the Freo Loan League is the result of a collaboration between the PSV, Freo, Havas Worldwide Amsterdam and digital production company MediaMonks Amsterdam.
"The Freo Loan League is a money-can't-buy, once in a lifetime opportunity that rewards loyal fans, for free," Freo spokesman Bart Weerkamp said.
"With The Freo Loan League, supporters can access parts and people within PSV Eindhoven that are normally out of their reach. The campaign mirrors the Freo philosophy: making dreams possible, making the impossible possible."
We don't know how successful the groundbreaking promotion is going to be, but the marketers that sat around and thought it up should take a bow. Are you watching, Newcastle United?
Photo via Facebook/Mark van Bommel
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