Best Brand Activation – Non Premier League
Ball Street Network
Ball Street is a Football Fan Engagement agency. We work with our clients to help them organically engage with football fans via social media, in a way which builds long term brand affinity.
We work with our clients to move them from the ‘ad space’ into the ‘culture space’.
Our role in the campaign was to activate the sponsorship on social. Paddy Power had partnered with a handful of traditional media outlets to promote the campaign, however in order to fully embed this in fan culture we knew we needed to play where fan attention is. Ball Street Network’s heritage in building and growing online football communities meant that we were perfectly placed to send the campaign viral.
Rebranding a football club is hard, it is an emotionally charged subject, in which fans and the footballing community will undoubtedly take to social media and have their say on any rebrand. Many clubs have been through the process, and many clubs have got it wrong and felt the fan’s backlash and disapproval of the new brand.
In 2020, Eastleigh Football Club, in collaboration with Christopher Payne, rebranded their entire club by launching a striking new logo design, a custom typeface that is unique to the club, and a modern brand system that is scalable, practical and highly relevant to the club’s nickname and local history.
Adding to this, the club launched this new brand in a way like no other, producing a short film – Chapters – that told the story of the club through its various identities and key moments in history. The new brand made an emotional connection with the fans, with many taking to social media to declaring their love and approval of the new look and feel, with some stating that it is one of the best football club rebrands in recent years.
Budweiser – FootballCo
Budweiser partnered with FootballCo. to develop and distribute their first ever original content series for the UK; ‘Side Hustles’.
Today’s football fans regularly get to see players doing what they are famous for but have limited exposure to their lives off the pitch. ‘Side Hustles’ gives rarely-seen access to players lives, shining a light on three football stars and the businesses they have created in tandem to leading successful footballing careers.
Tyrone Mings, Wilfried Zaha, and Eni Aluko have all reached the pinnacle of their respective footballing careers, but all three are also showing that there is much more to them than just their chosen profession.
Through telling their unique stories we were able to ensure the Budweiser’s brand ethos and messaging was at the forefront of the content - showing that being a ‘king’ isn’t just about making it as a pro footballer, it’s about having the self-belief and ambition to forge a unique path. The films, designed to inspire our audience that they too can follow their dreams.