Eredivisie Oldstars Tournament

Challenge.

In October 2019, the Eredivisie organized for the 5th year in a row the Eredivisie Oldstars tournament. To put the tournament back in the spotlight, the Eredivisie was looking for new triggers. The starting point was the promotion of the Eredivisie core values. The Eredivisie creates fraternization, connects families, transcends generations and they passionate young and old. Regardless of their belief, origin or status.

Solution.

YOUNG & OLD MEET OLDSTARS
‘ who deserves his or her Eredivisie debut?’ 
During this edition of the annual Eredivisie Oldstars tournament, we gave (potential) Oldstar players the chance to make their ‘real’ Eredivisie debut. Through different channels a call has been made to everyone who loves football, to give up his or her (potential) Oldstar player. This was possible through a recorded message, photo or video in which you indicated why your grandfather, grandmother, father, mother, neighbour, acquaintance or relation deserves to make his or her Eredivsie debut (minimum age 60 years). All winners were allowed to participate in the OldStars Tournament with the team of hir/her premier league club. To generate extra attention among the younger generation, the opening game of the tournament was played by a team of Eredivisie Legends against the “Dutch Youtube team” Creators FC. This team consisting of YouTube- heroes has a reach of millions.  

Result.

The tournament gathered national media attention. The summary of the Creators has been viewed more than 60,000 times and more than 406.000 people have been reached through the social channels of the Eredivisie. In addition, new Oldstars have been recruited, who are connected through the Elderly foundation to a club in the neighbourhood that offers Walking Football.