This was a 2 week intensive project working on rituals with the Norwegian Football Association (NFF) for the Women's Football Team. The case was to increase the perception of the Women's Football Team with the use of rituals and attract more people to their matches. We used 1 week to gain insight together with NFF at Ullevål Stadion, then 1 week to develop concepts.
Based on the insights we focused on NFFs values of togetherness, "Sterkere sammen", building community and connecting fans and players.
The concept we created is called Reverse Autograph. The ritual is about fans giving autographs to the team instead of opposite, so reversing the traditional way of signing autographs. The fans get to sign their autograph on a banner that the team gets after the match, to show support and encouragement. They sign with a special NFF pen to keep as a memory.
After the match the players celebrates and honor the fans by using the banner on the field: taking photos with it, cheering and showing it to the fans. This is to show gratitude and appreciation to the fans.
We were lucky to try out this concept at Ullevål Stadion when the Women's team played against New Zealand the 25th of june 2022. A lot of fans wrote on the banner and they thought it was a fun and engaging concept.