AS SPONSOR OF DEPORTIVO ALAVES HUMMEL REWARDED NON-VIOLENT FOOTBALL FANS BY MAKING PEACE A CURRENCY BEFORE A HIGH-RISK MATCH. AND WON THE FIGHT AGAINST HOOLIGANISM.
Football always had a dark side: Hooliganism. For instance when Barcelona played Alavés in February 2017: 50 armed Alavés supporters attacked 20 Barcelona fans outside a bar. Somehow, nobody was killed. But when it turned out the two teams would meet again in the national Spanish cup final – with more than 50.000 supporters in the streets of Madrid – everybody prepared for the worst.
To show the value of peaceful fandom we simply made peace the only currency on match day. One thing football fans have in common is that they like to party. So, we created the Share Football Bar, right next to the stadium, and invented a brand new currency for this bar only. The currency was: Peace. In this bar you couldn’t pay with money – you had to reach out to the so-called enemy and take a selfie together and show it in the bar. In short: Pay With Peace.
The fans joined our peace movement. And sent a powerful message to the hooligans and the rest of the world, standing united in their love of the beautiful game. Both in the streets of Madrid and by sharing the thousands of peaceful selfies on social media.