HomeToGo Activates Union Berlin Sponsorship with Stadium Sleepover Campaign at Alte Försterei.

Roger Hampel

Photo Credit: HomeToGo

HomeToGo, the main sponsor of 1. FC Union Berlin for the 2024/25 season, has launched a campaign offering fans the opportunity to spend a night inside Stadion An der Alten Försterei. Under the title “Stadionnächte by HomeToGo”, the initiative allows selected applicants to stay in a specially designed, pitch-side accommodation located within the stadium on two separate weekends in May 2025.

The campaign links HomeToGo’s core business — short-term stays in unique accommodations — with its football sponsorship, creating a concept that integrates brand messaging with matchday atmosphere.

Aligning Brand and Experience HomeToGo Union Berlin

The campaign builds on HomeToGo’s positioning as a platform for exceptional travel experiences. Rather than opting for traditional sponsorship formats, the company is using its partnership with Union Berlin to design a brand-relevant, stadium-based experience.

The overnight stays are offered free of charge and awarded via an application process. Participants are required to submit a personal story explaining their connection to Union Berlin and why they should be selected for the experience.

Application Format and Structure

Two overnight experiences are planned:

• May 2–3, 2025: Reserved exclusively for Union Berlin club members, with selection made by club officials from a shortlist curated by HomeToGo.

• May 9–10, 2025: Open to the general public. A shortlist of entries will be published on HomeToGo’s social media, and the final winner will be selected via public voting.

  
  

Each selected guest (plus one companion) will receive:

• An overnight stay for two in a temporary pitch-side unit

• A private stadium tour

• A film screening

• Matchday tickets for Union Berlin’s following home game

  
  

Strategic Objectives

From a sponsorship perspective, the campaign enables both HomeToGo and Union Berlin to deliver brand activation with contextual relevance. For HomeToGo, the initiative creates touchpoints for storytelling and engagement that go beyond static logo exposure. For Union Berlin, the campaign strengthens partnership value while offering a differentiated fan-facing experience.

The execution also supports user-generated content, social engagement, and emotional fan narratives, which can be leveraged across both parties’ marketing channels.