House of Sports is a full‑service sportmarketing agency based in Ouderkerk aan de Amstel that has been active for over twenty years in the heart of the sports world. With a team of around one hundred specialists, they develop strategy, sponsorships, campaigns and events that use sport as a powerful stage to connect brands, athletes and fans and to achieve concrete business objectives.

The process was collaborative and insight driven, starting with brand engagement sessions to align stakeholders on values and ambition. Research into positioning and competitors informed a clear strategy, leading to a manifesto and a rebrand expressed through a new visual identity, logo, and corporate identity.

Branding consists of three main pillars; positioning, promise, and performance. In this project, the primary focus was on positioning as the strategic foundation of the brand. Within this pillar, we defined the brand values, core promise, vision, mission, and tone of voice, supported by a manifesto and a competitor analysis to clearly differentiate the brand.

This strategic work formed the basis for translating the brand into a renewed visual identity. The insights from the positioning phase guided the development of a new logo and corporate identity, ensuring the visual expression consistently reflects the brand’s essence and direction.

The positioning phase started with a brand engagement workshop, in which I guided a selected group of 12 to 20 stakeholders through structured discussions around identity, values, and ambition. In parallel, I developed an online survey to gather insights on competitors, self image, and external perception, allowing both reflection and validation of the brand’s current position.

The combined outcomes of the workshop and survey were analyzed and translated into a strategic positioning document. This document defined the brand prism, repositioning strategy, and brand archetype, providing a clear and actionable framework for the brand’s future direction.

For two decades, ‘House of Sports’ has proudly carried the Olympic torch in the realm of sports marketing, embodying enduring spirit and unwavering commitment. In the heart of sports, intimately connected to its pulse, we breathe life into campaigns, anticipate industry shifts, and craft sporting legacies. Our culture is an atmosphere where passion blazes bright—each team member a dedicated flame bearer. Our ideal client dares to dream boldly, possessing the courage to forge uncharted territories. Trust is the cornerstone of our partnerships—a mutual flame lighting the path to shared success.

We speak with the resounding authority of the Olympic anthem, our words igniting action and echoing the triumphs of victories. We inspire with strategies leaving clients relieved and ready to conquer new heights. Our impact is measured by brilliant results, where ideas burst into achievements and legacies are etched into sports history.

In the Heart of Sports, we are not just marketers; we are guardians of the eternal flame, illuminating the path forward and igniting dreams. Let the flame endure.

The 44 page interactive brand book brings the House of Sports identity to life in a clear, inspiring, and practical way. It translates strategy into design, outlining the brand story, positioning, and visual language in detail. Through direct links to a dedicated toolkit, it empowers teams and partners to apply the brand consistently across all touchpoints.