"Total Football" - how Brack plays the Super League
Brack’s approach as the Super League’s new title sponsor mirrors Johan Cruyff’s principle of «Total Football»: every action leads into the next, and everything is movement. Switzerland’s largest independent online retailer thinks in terms of plays, stages fan experiences—and relies on tactical creativity, team spirit, and the promise: Unleash your full potential.
Full commitment in all positions
When marketing, advertising and sponsorship work together, as with Johan Cruyff's "Total Football", it creates more than just visibility - it creates movement. It seems that Roman Reichelt, Chief Marketing & Communication Officer at Brack.Alltron and his team, in collaboration with the Swiss Football League, have applied this principle to the brand new name sponsorship of Switzerland's top football league: Brack is now the title sponsor of the Super League - and uses the pitch not just for logos, but for a holistic brand experience. The online retailer is playing offensively, to stay with the football language, with creative assets, precise offers and a clear game idea.
The ball column "Unpack what's inside you"
It starts even before the kick-off. The referee takes the match ball from a specially designed ball pillar - shaped like a Brack package. Symbolically and strikingly, it embodies the brand promise "Unpack what's inside you". The term originates from e-commerce - the magical moment of unboxing - and here becomes a ritual in the stadium.
At the same time, the motto is an invitation to fans and players to develop their own potential. Whether on screen or on the pitch - Brack wants to act as an "enabler".
Sponsoring without silo thinking
What Brack is staging in the Super League is not an isolated measure, but a tactically interlinked brand management. Sponsorship, product range, communication, logistics - everything interlocks like a well-coordinated midfield. The difference to traditional sponsorship? No gaps between the rows of players, but a compact team. Total funnel instead of funnel break.
Brack communicates with animated boards, AI-generated clips on stadium screens, a broad awareness campaign - and at the same time massively expands the range of sports and fan merchandise. 600 new products, jerseys of all clubs including a free Brack badge. Visibility becomes an experience.
The 90-minute deal: a world first with countdown
One particular example of innovative play is the so-called 90-minute deal. There are exclusive offers on brack.ch during every Super League match - but only while the ball is rolling. The live deals are heavily discounted, technically limited to around ten minutes after the final whistle - and prominently staged visually.
The deal starts right at kick-off: on the home page of brack.ch, with a big countdown and a call-to-action that says it's now or never. And anyone in the stadium can see the offer on digital billboards around the arenas. The billboards are part of the so-called Walk of Game - the fans' route from the train station or bus stop to the stadium.
The deal is also visible on TV: live ads on Blue Sport remind viewers of the offer and carry the message "Only while the ball is rolling" right into the living room. If a product is sold out during the match, a corresponding message appears immediately - also on the screens in public spaces.
There is a deal offer for every game, and as soon as the ball rolls in the next match, a new offer goes online. Some of the discounts are spectacular - up to 33% on popular products such as AirPods or gaming accessories.
In this way, Brack creates a mix of live event, sales impulse and brand experience that appeals directly to fans - and invites them to become part of the movement.
From fans for fans - from the warehouse to the box
Brack doesn't just want to sell, it wants to be a fan. That's why the team works closely with clubs and fan organizations. At the launch event at the FIFA Museum Zurich, this attitude seemed tangible - despite the rain on the roof terrace, where Roman Reichelt's goal kicking did not match his sponsorship precision, but was all the more appealing. Inside: Networking - and catering to be proud of. The message: in five years' time, Brack wants to be remembered not just as a sponsor, but as part of the game. Everyone is investing in this - including night shifts, as Reichelt openly admits. "We are not a billion-dollar company, but we deliver passion."
The league benefits - emotionally and strategically
The Swiss Football League (SFL) also benefits significantly from the partnership. Philippe Guggisberg, who has been involved in the league's communications for over two decades, is delighted: "Brack is a sponsor like we've never had before in this form. You can feel that they love the product. They have a passion for football. And that's a great symbiosis for the future."
Brack is not just a logo partner, but "all in football" - and this is reflected in every measure. Guggisberg is particularly excited about the ball pillar, which gets to the heart of the new brand identity: "It's an element with character - it sticks in the mind." He also sees the new, more colorful league design as a win: "The league now has a fresh look. It's fun. People notice that something is happening."
Brack brings a presence that is reflected at all levels - from visibility on the jerseys to animated boards and addressing the fans. "Brack doesn't just think about advertising impact, but about enthusiasm. You can also feel this in the cooperation with the clubs."
No game without challenges
As with any complex game system, Brack's sponsorship project shows that a willingness to run alone is not enough - it requires coordination and stamina. Roman Reichelt takes a sporting view: "Not everything will go perfectly in the first few matches. But we're learning with every move."
There is also the question of resources: "We are not a billion-dollar company. We work with love, passion - and often also night shifts." There was no big budget for elaborate advertising films, they were produced efficiently with AI.
According to Reichelt, the development of the merchandising range in particular is somewhat more complicated: "Some clubs barely had time to list items with us. After all, this is new for everyone as a sponsor. Others, on the other hand, were immediately proactive in their cooperation." The expansion is now taking place step by step.
And also Philippe Guggisberg mentions challenges at league level - such as the technical implementation of the planned VAR communication on stadium screens or the reduction to four European Cup starting places due to the drop in the UEFA ranking. But that is precisely why a strong, committed sponsor like Brack is so valuable.
Cruyff & Reichelt: Two playmakers, one system
What Johan Cruyff was on the pitch, Roman Reichelt is on the brand field: a creative playmaker who shifts positions, recognizes gaps and orchestrates attacks. Instead of passing the ball with virtuosity, he kicks the ball precisely, with precision and always with an eye for the big brand message.
Cruyff once said: "Technique is knowing what to do with the ball when you have it." Reichelt thinks in a similar way - only his plaything is not the leather, but the content. His team at Brack functions like an offensive-minded starting eleven: dynamic, creative, playable. And if a bad pass happens? Then they follow up.
Conclusion: Total sponsoring
Brack thinks of sponsorship not as a placeholder, but as a playing field. Not as an individual action, but as a team effort. Not as a logo, but as an experience. The analogy to total soccer fits: Game intelligence, movement, relevance in every position.
Or as Johan Cruyff said: "There is no room for vanity in a team. Only for the game."
Brack has understood it - and plays the Super League the way you can love it.
But just like in football, the same applies to marketing: the decisive factor is on the pitch - or in the market. The game idea is clear, the team is in place. Now it remains to be seen whether Brack not only achieves visibility, but also finds acceptance among the fans - and whether the strategy will work throughout the season.
