A funeral insurance company has come up with a novel new form of football sponsorship – sponsoring the pauses in the game when the ball is out of play, known as ‘dead ball’ or dodespelmomenten in Dutch.
Football clubs already have ball and ball-boy sponsors and some have sponsors for the first or second half of the game. But now funeral insurer Kameleon is sponsoring dead ball pauses at premier division club PEC Zwolle.
Owner Marloes Damman told the AD she is a keen supporter and had noticed the way the sponsors were announced over the loudspeaker. ‘Then I thought, the dead ball pauses would be perfect for us.’
In the agreement with the club, the new sponsor is named three times during the match and during a fourth ‘appropriate’ time when the ball goes out of play.
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