Match TV and Moskovskiy Kartofel organize a festivity for soccer fans

The Match TV channel, in collaboration with the Moskovskiy Kartofel potato chips brand, has organized a large-scale promotion campaign for real sports fans. The promotion is being held on the basis of a licensing deal between the Moskovskiy Kartofel brand and Gazprom-Media Sales House and will last until May 19.

As part of the collaboration, a line of licensed branded chip packaging has been developed that incorporates the channel’s identity and the self-explanatory hashtag #everyonetothematch. Participants in the promotion can activate the promo code from the bag on a dedicated website and submit their questions to popular sports commentator Georgy Cherdantsev, their favorite soccer player, or any of the channel’s experts. Those who upload the most codes will have the unique opportunity to watch a top soccer match live from the sidelines.

Eduard Ayrapetyan

Managing Director of Licensing at Gazprom-Media Sales House

Fans don’t always get the chance to watch their favorite team’s game live at the stadium, but they always can set up their own home stadium right in front of the TV. A colorful bag of chips with the self-explanatory hashtag #everyonetothematch will remind them of this opportunity right from the store shelf. Together with Moskovskiy Kartofel, we are not just monetizing the pattern of snack consumption during sports programs. We are connecting with consumers on an emotional level, amplifying the entertainment effect, and helping them realize how unique their purchase and the product itself are.

From the very first days of the campaign, viewers began to actively participate in the promotion and send questions to the newsroom. This is a clear indicator of a successful launch, demonstrating strong consumer interest and the effectiveness of the licensing tool.

Svetlana Smolnikova

Head of the Strategic Communications and Company Promotion Department at Moskovskiy Kartofel

Moskovskiy Kartofel is a brand with a high level of brand knowledge. In our 60 years in the domestic market, we have established ourselves as a people’s brand for several generations of consumers and implemented numerous major projects. This is why it is important for us that the promotions we participate in are licensed. This type of partnership brings additional benefits to the brand and builds consumer trust. With the help of major licensed products, we promote Moskovskiy Kartofel in two directions at once: we work with the current target audience and expand it to reach new leads by entering various communication territories, including sports. We remain a brand with a long and vibrant history and understand the importance of participating in such campaigns.

The licensed product has become the foundation for a 360 marketing campaign that includes advertising on Match TV and in the digital environment, along with a unique prize giveaway as part of the promotion.

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