D – The USP of the HSV Merchandising Messe, which was held for the 18th time in the Volksparkstadion in Hamburg on November 13 and 14, is the special location, where the trade show is staged: According to official accounts, around 130 exhibitors presented their goods and services on Levels 2 and 3 of the East Stand, in the boxes, corridors and adjacent rooms, some of which had a direct view over the playing field.

HSV Merchandising Messe Hamburg 04 - HSV Merchandising Messe: Over the pitch
HSV Merchandising Messe Hamburg 02 - HSV Merchandising Messe: Over the pitch
The exhibitors covered the entire field of sports-related items and products predestined for merchandising purposes. Textiles and the customising thereof dominated the field; however, they were also accompanied by well-known full-range stockists and specialists from the haptic advertising market. There was plenty on offer to the visitors – merchandising and marketing specialists, buyers from football and sports clubs, but also from the (promotional products) trade and industry. In addition to numerous novelties, classics and further developments of trusted articles characterised the assortment of exhibits. Overall there was a balanced mix between sport-related items and individualising and customising services.

The official attendance figure was not available at the time of going to press, however the event was evidently very well-attended on the first day. The exhibitors were on the whole satisfied with the quality and quantity of the visitors. Everyone knows each other, the event is more or less an industry “family get-together”. The atmosphere was correspondingly relaxed and laid back, the good, free catering may have contributed towards this.

The traditional, yet fee-based evening event once again served for the uninhibited exchange of ideas amid a sociable setting.

// Michael Scherer


Photos: Michael Scherer, © WA Media

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