Jersey Campaign Highlights How Cannabis Has Gone Mainstream In Germany
One area of society that cuts across political lines and socioeconomic backgrounds is sports. People from all walks of life love sports, with football (soccer) being the most popular sport around the world. Football is especially popular in Europe where hundreds of millions of fans are located.
With that in mind, it was a very big deal when the “Endlich” special jersey campaign was recently launched by SC Paderborn 07, Four 20 Pharma, and the Sanity Group, with part of the campaign involving pro-cannabis messaging being prominently placed at a recent football match.
Sport-Club Paderborn 07 e.V., commonly known as SC Paderborn 07 or SC Paderborn, is a German association football club based in Paderborn, North Rhine-Westphalia.
“Whether it’s the 2nd Bundesliga, Bundesliga or international football: special jerseys have become established and are often a real collector’s item for fans of the respective teams. They are usually issued for a special occasion such as a Champions League game. But sometimes they also have a much more serious background – as with the “Endlich” special jersey campaign by SC Paderborn 07, Four 20 Pharma GmbH (Four 20 Pharma) and the Sanity Group.” Four 20 Pharma GmbH stated about the effort.
“The jersey, which is all green with white accents and in which the SC Paderborn 07 team played against Jahn Regensburg, aims to draw attention to the issue of medicinal cannabis and counteract possible stigmatization and prejudice. There were also a variety of activities in and around the stadium – for example information stands and flyers on the seats.” the company also stated.
Below is footage from the match:
“The SCP07 team came onto the pitch dressed entirely in green and with a striking “Endlich” lettering and presented the jersey to the fans. During halftime, the special jerseys were then distributed using a “jersey cannon”. The oversized, inflatable jersey in the “Endlich” design on the forecourt was also an eye-catcher and a popular photo motif.” Four 20 Pharma GmbH stated.
“The other offers from the Endlich initiative were more informative – for example, the interior interview before the game or the 15,000 flyers that were distributed throughout the stadium and conveyed facts about the topic of medicinal cannabis and drew attention to a special Endlich Instagram filter. At information stands, visitors could also talk to medicinal cannabis experts, learn important facts and clarify questions.” they also stated.
Such a powerful message in such a mainstream setting is a big deal by every measure. Putting pro-cannabis messaging on such a grand stage no doubt reached parts of society that other pro-cannabis efforts simply cannot reach. It is an unparalleled effort that will reduce the stigma surrounding cannabis in Germany and beyond.
“After all, this is how we get into conversation with people who have not yet dealt with the topic or have not dealt with it sufficiently, or who are generally opposed to it. And that is exactly where we want to start: initiate a factual discussion, take the topic out of the dirty corner.” says Finn Hänsel, Managing Director & Founder of the Sanity Group.
“The feedback was overall positive, similar to the presentation of Four 20 Pharma as the main and jersey sponsor. We were happy to support this and with the joint special jersey campaign we helped to bring it even more into the public eye and to remove the taboo.” said Martin Hornberger, SCP 07 managing director.
The effort was also supported by TV presenter Matthias Killing (Sat.1 breakfast television), influencer Max Büchsenschütz, and professional athlete and motocross rider Tristan Hanak, who all participated in the campaign.
