I scanned the page in - unfortunately it's in greek - however it should help in giving you a better idea.
The top half of the page, as you can probably tell is for the Bluetooth Marketing campaign. Match spectators are encouraged to turn their Bluetooth on in order to 'receive historical moments of the champion Panathinaikos'.

Before the match, spectators are sent highlights from the last match.

During the match, spectators are sent multimedia with historical moments of the team.

It is very important that the team also gives good incentive to the spectators, in order to participate in the mobile marketing campaigns, by giving away team promotional material: 2 jerseys signed by all the players, 2 coupons for 100 euros each to be used in the Panathinaikos Shop, and 1 VIP pass for a following match.

There is also an SMS marketing campaign inviting people to participate and interact with Panathinaikos.

Spectators are invited to send an SMS, in order to win a place in the half-time game, participate in a draw for a season ticket and a 'surprise bag' from the Panathinaikos Shop.

I had written a previous post with such ideas (like replays/highlights) previously and (and yes, you can blaim me for being a bit vain here :) ) I can only hope it might have inspired someone out there..

I must say the mobile marketing campaigns from Panathinaikos are excellent examples (at least, in theory) and I'm now really looking forward to attending a Panathinaikos match in order to experience the proximity marketing campaigns first hand.

In the meantime, if anyone out there has any more information regarding these mobile marketing campaigns, I would be really interested in finding out how well these campaigns are accepted by the spectators, and how much people participate.