Observed Signal · Jul 9, 2024 · Marketing Campaign · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Neutral
Check24's 5 Million Jerseys Marketing Coup
Check24 launched a high-profile EM 2024 marketing campaign, sending five million free jerseys to participants of its app-based tips game. Marketed as Check24's largest marketing action, the initiative aimed to boost brand visibility and collect extensive first-party data while generating social content. Production reportedly ramped up beyond initial plans to as many as 400,000 jerseys per day. Industry estimates place manufacturing at around €50 million, with total campaign costs (shipping, logistics and marketing) nearing €100 million. Ex-national player Lukas Podolski appears in advertising, alongside Check24 co-founders Henrich Blase and Eckard Juls. The effort drew scrutiny from consumer groups who warned that “free” jerseys entail data collection for targeted advertising, amid stricter privacy rules and the phase-out of third-party cookies. The campaign is framed as a long-term brand investment with further football-related promotions planned.
Large-scale brand marketing campaign generating first-party data; privacy concerns highlighted.
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Key Takeaways & Evidence Grounding
- Check24 shipped 5 million EM 2024 jerseys to Tipp-Spiel participants.
- Campaign described as the largest marketing action in Check24 history by co-founder Henrich Blase.
- Production ramped up to as many as 400,000 jerseys per day due to demand.
- Manufacturing costs estimated at around €50 million; total campaign costs near €100 million.
- Ex-national player Lukas Podolski appears in the advertising.
Connected Companies & Entities
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Check24 repeats free World Cup jersey giveaway
Check24 is repeating a marketing stunt for the 2026 FIFA World Cup by giving away free alternative German jerseys to users who sign up for its World Cup prediction game and download the Check24 app. The campaign, which previously ran in 2024, aims to generate branded user-generated content (UGC), app installs and large volumes of first‑party data. Prizes across the promotion total €24 million. The 2026 jersey is produced by Fila (Puma supplied jerseys in 2024). The report also notes other brands copying the tactic: Edeka is offering a free jersey with a minimum €50 purchase on a specified day, and some telcos/brands (e.g., 1&1, Adidas/DFB partnerships) run contract-based jersey promotions. Consumer protection groups previously warned participants may not be aware of the extent of personal data collection associated with such promotions.
Check24 Pushes Private-Label Brands on Its Platform
A manager magazin INSIDE podcast episode (published 2026-06-05) examines how German comparison portal Check24 builds and promotes its own brands across categories. The episode notes Check24's large marketing campaigns (including gifting two million Germany jerseys), its quiet acquisition of a power/electricity provider, and a portfolio of platform-owned offerings (car rental intermediary, travel operator, bank). Consumer advocates criticize the lack of transparency and potential preferential treatment of Check24’s own products; the company denies such favoritism. The podcast also discusses how Check24’s private-label strategy is being used as a defensive response to emergent AI consumer assistants such as ChatGPT and Claude.
Check24 Achieves High TV Reach with Few Spots
Check24 reached the Top 25 of highest-reach brands in German TV ad breaks by running only 230 spots, achieving 304 XRP (rank 19). The ads promoted Check24's tax software, which received good grades from Stiftung Warentest. Most spots ran on large broadcasters—21.3% on RTL—and almost 85% of Check24's airtime was placed via the Ad Alliance; the remainder aired on ProSieben, Sat.1, Das Erste and ZDF. All Eyes On Screens compiled the ranking using XRP (Exact Rating Points) measured in Vodafone households. The article also notes broader weekly ad-ranking results: Kinder (Ferrero) topped the list, and Trade Republic significantly increased its ad pressure.
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