Unleashing a global potential
Norway Cup is the world’s largest youth football tournament. In 2016 they reached an all time high with 2199 participating teams. Around 6000 games were played over the course of the tournament that year.
Norway Cup is run by Bækkelagets Sportklub and the first tournament was organized in 1972, with 420 teams and 8,400 participants. Over the years, participants, players and referees from 127 nations have participated. In addition, Norway Cup is by many considered to be women’s football’s cradle in Norway. Girls teams participated from the start with eight girls teams taking part in 1972. This was four years before the Norwegian Football Association officially recognized women’s football. 1600 of Bækkelagets Sportsklubs over 2800 members volunteer during Norway Cup. This amounts to over 60,000 volunteer hours in total each year.
The tournament has a long term goal to become a recognized brand in the global world of football, the new visual identity launched in 2019 is part of this ambition. The new identity brings forward the pillars of the tournament wich are: youth coming together in joy and friendship through sports, the largest green arena for children sport, Ekebergsletta, and the incredible voluntary work from members and friends of the organizers, Bækkelagets Sportsklub.
Flammier brought onboard Studio Pfanzelter to give Norway Cup a colorful and playful identity that represents the values, the vision and the ambitions of this iconic event.
Typographer Stefan Ellmer helped with the custom letters for the logo as well as developing a set of numbers to go with these letters.
One of the goals for the new identity was the possibility to communicate on a corporate level as well as the more playful approach that is required for the tournament. The reason for adding a more corporate approach is the huge B2B potential the tournament also holds.
Besides the “mother clubs” colors - yellow and blue - a set of color themes were created to inspire creativity in rolling out the new visuals on a broad variety of platforms.
Two of the big events during the tournament are the opening concert and “Kjendiskampen”, a game with celebrities to raise money and promote the work of two charity organisations each year. Videos made by @kajsals & @elhoffen