Driving Fan Engagement & Business Impact at the Slovnaft Cup Final – Our Slovakia Debut
Slovnaft, a member of the MOL Group and title sponsor of Slovakia’s most prestigious football tournament—the Slovnaft Cup—leveraged the MOL Selfie Cam powered by Seyu to transform the Cup Final into a digitally powered, data-driven celebration of football culture.
This was the first time Seyu activated its fan engagement solution in Slovakia, marking an exciting milestone for the company. The collaboration was built on a strong, trust-based relationship with the MOL Group, developed through two years of successful cooperation in the top European Handball competition with the European Handball Federation. With Slovnaft being a subsidiary of MOL, Seyu was invited to contribute to the Slovnaft Cup Final and helped deliver a standout fan engagement experience.
Seamless Fan Participation – Live From the Stands
Recognising that real-time, personal interaction is key to modern fan engagement, Slovnaft introduced the MOL Selfie Cam powered by Seyu at the Cup Final. Supporters were encouraged to take selfies, which were instantly displayed on stadium screens and across social media, creating powerful digital moments that tied fans more closely to the matchday experience.
This interactive platform became a gateway to high-performing user-generated content (UGC), resonating with both stadium attendees and remote fans—boosting visibility and emotional brand connection.
Notably, the activation achieved a conversion rate exceeding 10% of the stadium’s total attendance, a significant figure in the football industry and a testament to the ease and relevance of the experience.
On-the-Ground Support: Local Hostesses Boosting Engagement
To support seamless fan participation, a team of trained local hostesses was stationed throughout the stadium. Their role was to assist fans in taking selfies, demonstrate the platform, and encourage involvement.
This human touch significantly amplified the success of the activation, leading to a 13% increase in overall engagement. The proactive and friendly assistance of the hostesses ensured that all age groups and demographics could participate with ease—further strengthening the connection between fans and the event.
Enhancing Visibility Through Strategic Digital Activation
Achieving optimal reach requires a solid social media strategy. While many participating clubs shared the campaign only on match day—resulting in a short but impactful push—even higher engagement could be reached with earlier, coordinated promotion.
A key strategic element was the inclusion of remote fans, who were invited to join the activation from home through targeted digital promotions. This extended participation beyond the stadium, fostering inclusivity and deeper emotional engagement.
Channel Performance: Where Did the Fans Come From?
- 50% of users accessed the platform via Facebook
- 27% entered the unique URL manually
- 17% came through Instagram
These insights offer valuable guidance for future campaigns, helping sponsors and clubs focus their efforts on the channels where their fanbase is most active.
Actionable Insights Through Fan Photo Analytics
In addition to creating excitement and reach, the activation provided valuable data-driven insights into fan behavior and demographics—information that can inform future sponsorship, merchandise, and marketing decisions.
Key audience findings included:
- 69% male, 31% female
- 64% under 40, indicating a young, digitally savvy audience
These insights gave Slovnaft a deeper understanding of its fanbase and affirmed the value of integrating digital engagement tools like Seyu.
Club Loyalty on Display: 57% Merch Penetration
Using Seyu’s automated image analytics, the campaign also revealed strong signs of fan identity and brand loyalty. A remarkable 57% of selfie participants were visibly wearing club merchandise, from jerseys and scarves to branded hats.
Top merchandise items worn:
- Club jerseys
- Scarves
- Baseball hats
This high level of merch visibility is a strong indicator of club identity and offers a great opportunity to refine and grow merchandising strategies.
A Blueprint for Modern Sponsorship Success
The Slovnaft Cup final serves as a strong example of how technology, fan-centric thinking, and strategic execution can come together to elevate sponsorship activations. Through MOL Selfie Cam powered by Seyu selfie platform, MOL Group partner Slovnaft successfully turned live match attendance and remote fan interaction into a connected, data-rich experience that delighted supporters and delivered measurable business value.
By blending joy with insight, and real-time participation with strategic planning, the campaign created a high-impact model that other rights holders and sponsors across sports can replicate.
About ‘Seyu – Together for victory!’
‘Seyu – Together for victory!’ came to life as a result of an innovative idea of sports enthusiasts who wanted to surround themselves with professionals and work for the same goal in life – creating a lasting experience for all fans around the world. An experience through which they not only feel more connected to the sport itself but also connect with their fellow supporters.
The Dutch – Hungarian startup already proved its solution in 1000+ sports events across 34 countries in more than 28 different sports, enabling 400.000+ fans to show their devotion in real-time from anywhere in the world. Seyu gives both remote and in-person supporters the chance to take selfies, add motivational messages and post them with custom-branded frames on various platforms, whether it’s an online live stream of an event, a giant screen of a stadium, or the social media page of a right holder.
About the Slovnaft Cup
The Slovnaft Cup is Slovakia’s premier domestic football competition, serving as a prestigious national tournament that brings together clubs from across all tiers of Slovak football. Named after its title sponsor, Slovnaft, a member of the MOL Group, the Cup plays a central role in the country’s sporting calendar—offering fans a high-stakes knockout format filled with local pride and passionate support. The competition culminates in a widely celebrated Cup Final, which not only crowns the national champion but also secures qualification for European competition.
