Hamburger SV launched an innovative campaign ahead of its league match against 1. FC Köln, drawing widespread attention across German football.
For the first time in the club’s history—and possibly in professional football—players took to the pitch wearing shirts that had previously been worn by supporters. This reversed the traditional concept, where players typically give their match-worn shirts to fans after games.
The initiative, titled “Getragen von EUCH†(“Worn by YOUâ€), was designed to strengthen the bond between the team and its supporters. The club selected 28 fans from different backgrounds, each of whom wore a jersey assigned to a specific player for several days.
After wearing the shirts, the supporters added personal messages inside the club crest, including words of encouragement and motivation. As a result, the players wore not only club colors on the pitch, but also messages directly from the fans.
Club officials emphasized that the campaign symbolically brought the “voice of the stands†onto the field, aiming to increase unity, emotional connection, and responsibility within the squad.
The head coach also highlighted the importance of fan support, stating that it plays a crucial role in the team’s performance both at home and away.
In addition to its emotional and sporting impact, the initiative also included a charitable element. A specially prepared shirt was later put up for auction, with proceeds donated to the club’s foundation.
Overall, the campaign combined sporting, social, and marketing dimensions, showcasing a modern approach to fan engagement in football.