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Sydbank’s sponsorship manages to activate 450 football events with the help of an innovative AI solution that creates value in communities across Denmark. Through this technology and a hyper targeted social-first distribution, football matches that otherwise would have been forgotten have been distributed to hundreds of local areas, where the game had been played. With the help from AI, SoMe and an approach loyal to the bank’s DNA, Sydbank has brought the local players into the spotlight and Danish football from broadcasting to narrowcasting. It demonstrates how the biggest effect comes from creating real value for its percipients rather than focusing on banner ads and logos.