3 x FCK: 3Bunen

As the main sponsor of Parken, 3 Denmark wanted to strengthen awareness of its sponsorship in a way that felt meaningful rather than purely visible. Together with SMILfonden and F.C. Copenhagen, we asked: what if being a sponsor wasn't just about having your logo in the stadium, but about bringing the stadium to those who can't be there? The answer became 3Bunen — a dedicated FCK stand built inside Rigshospitalet, complete with original seats from Parken, stadium lights, artificial turf and a live connection to the atmosphere in Parken. Through player interactions, tifo workshops and a digital connection between the stadium and the hospital, children who couldn't attend matches were still able to be part of the FCK community. The initiative generated widespread media attention, including coverage on Denmark's national morning show Go' morgen Danmark, helping 3 strengthen awareness of its sponsorship through an act of genuine connection rather than traditional sponsorship exposure.