With this special jersey, German football club HSV and its partners, the children's rights organisation Plan International and sleeve sponsor HELM AG, sent out a powerful message of equality, diversity and empowerment. Eight girls with a passion for HSV designed the special jersey on World Girls' Day. The proceeds will be used to support charitable projects worldwide.
In this Success Story:
The initial situation
Since the start of the 2024/25 season, HELM AG has been HSV's sleeve partner, making its presence on the shirt available to the children's rights organization Plan International. The partnership was arranged by SPORTFIVE. This partnership sends a visible message in support of children's rights and equality, and it also supports projects that promote girls' rights and education worldwide. The three partners repeatedly join forces both on and off the pitch to empower girls and young women from the Hamburg region and around the world through various campaigns.
The idea
The special 2024/25 jersey is a highlight of this partnership - and a very special symbol. Eight girls aged 11 to 15, who often visit the stadium and some of whom are part of the HSV Young Ones, designed this jersey in a special workshop to celebrate World Girls' Day in October 2024. The HSV girls arrived at the workshop with a clear vision of the values that matter to them: equality, freedom, and diversity. These values, as well as their dreams, wishes and similarities, were discussed to create the special 2024/25 jersey.
Purchasing the special jersey supports Plan International's work to empower girls and young women, with a portion of the proceeds from each jersey going directly to the children's rights organization.
The Realisation
The jersey was worn by the men's team of Hamburger SV as a warm-up shirt for them match against 1. FC Nürnberg, and by the women's team for their away match against Borussia Mönchengladbach. The launch of the jersey was accompanied by a comprehensive communications campaign.
It sold out completely in less than 48 hours. The worn jerseys were auctioned off, with all proceeds goint to Plan International projects.
On 27 April 2025, a cheque for €45,000 was handed over at the HSV men's home match against Karlsruher SC.
The Results
30,000 €
donation by HSV (proceeds from the sale and auction of worn jerseys)
15,000 €
additionally donated by HELM AG
45,000 €
overall for projects of Plan International
Impressions of the campaign
