Manifesting the commitment in youth football both local and national
Local engagement at national scale: 70+ local ICA stores activated across 200+ football clubs
Sustained audience growth: 625,000+ unique users reached — 29.5% CAGR since 2021
Celebrating grassroots passion: 150+ million joyful impressions delivered
The Challenge
ICA, one of Sweden’s most trusted retail brands, has long been a cornerstone of local community life. As part of its national commitment to supporting youth football, ICA sought a way to more directly link its hundreds of independently owned stores with the passion and pride of their local football clubs. Traditional sponsorship formats lacked the localisation, personalisation and scalability needed to reflect ICA’s decentralised model, where each store maintains its own unique relationships within the community. The challenge was to create a national campaign that could adapt locally, engage meaningfully with football communities and reinforce ICA’s role as a proud supporter of “all of Football in Sweden.”
The Solution
In partnership with the Swedish Football Association and Sportswik, ICA activated a dynamic digital engagement campaign through Min Fotboll. ICA became the goal partner for youth football, with every goal captured in the app celebrated by animated “confetti” graphics and the message “We ❤️ all of Football Sweden.” To localise the experience, ICA stores could connect to their local club within Min Fotboll, automatically triggering dynamic matchday branding such as “[Store Name] ❤️ [Club Name]” and removing the need to create individual assets for each store. This approach allowed ICA to scale a personalised, community-first campaign nationally, aligning the brand with real moments of joy across Swedish football.
The Results
- ICA successfully scaled a personalised national campaign that has, over the years, involved 73 different local ICA stores and 202 different football clubs, highlighting its deep local roots across Sweden.
- From 2021 to the end of 2025, ICA’s digital activations through Min Fotboll reached 625,375 unique users — representing a 29.5% compound annual growth rate (CAGR) in unique users reached.
- During the same period, ICA generated more than 151 million impressions, amplifying its presence in local communities while celebrating youth football on a national scale.
- The partnership enabled ICA to reinforce its identity as a supporter of “all of Football in Sweden” through joyful, contextual moments that connected players, families, friends and fans at the heart of the game.
