BEST CLUB MARKETING CAMPAIGN – Non-Premier League
Celtic Football Club – Hoops & Dreams, Making Christmas Magic
The Celtic FC Christmas advert is something fans look forward to every festive season, as a result of the club establishing an industry-leading creative trend with content of this type. With 2024 marking the 10th year of the Club’s annual Christmas film, high expectations among our audience were escalated more than ever. This was also the first time that Celtic’s in-house team had created the concept, script and creative for the campaign entirely in-house. Various members of the club’s Marketing and Media team collaborated to produce the most successful Christmas campaign in the club’s history. What started as a Christmas ad to support retail sales 10 years ago has now become a brand-led film that encapsulates the values and beliefs of Celtic and the club’s passionate fanbase around the world. The launch of the annual film now traditionally marks the launch of the club’s Christmas retail campaign, but more significantly, it now launches the club’s huge charitable fundraising effort – Celtic FC Foundation’s Christmas appeal.
Grenfell Athletic FC – Fabric of the Community
Grenfell Athletic FC wanted a football shirt with the community at its heart. We created an interactive football shirt that serves as a biographical record for the community it serves.
Grenfell survivors and the community donated their most precious fabrics, which were then incorporated into the design.
With an NFC chip embedded into the badge, it’s the world’s first interactive football shirt. Tapping the badge with your phone links to a site featuring films of the 30 people behind the donations. Here they tell the heartwarming story behind the fabric.
30 unique shirts, 30 unique stories.
Grenfell Athletic FC’s community is woven into the club’s DNA. Now it’s woven into their shirts too.
Huddersfield Town AFC – Everything Together
We’re proud to submit Huddersfield Town’s ‘Everything Together’ project into the Best Marketing Campaign category of the 2025 Football Business Awards!
On the back of a turbulent period of change at ownership level over several years, as well as the following relegation on the pitch, the strategic leaders at Huddersfield Town recognised the sincere need to reposition the club in the eyes of its supporters, and the wider football world.
With the club embarking upon an exciting new beginning under its first owner based outside the UK in Mr Kevin M. Nagle, we wanted to demonstrate that he – alongside the executives at the club – recognise that the strength of the club comes from its immediate community; be that fans, staff, or other invested stakeholders.
Launched in tandem with a significant multi-million-pound investment in the stadium for both staff and fans, the ‘Everything Together’ campaign delivered a strategic vision for Huddersfield Town alongside a new visual brand identity ; one borne from initial direct engagement from supporters that has successfully unified and reinvigorated a fanbase fatigued by the trials and tribulations of recent seasons.
Leeds United | 24/25 Away Kit Launch: Turning Leeds Yellow
Leeds United’s 24/25 away kit reveal was more than just a kit launch —it was a movement. Inspired by the club’s iconic 1974 kit, we set out to build anticipation in a way that felt organic, immersive, and deeply connected to our fanbase.
Rather than a traditional reveal, we executed a multi-phase guerrilla marketing campaign that gradually turned Leeds yellow, sparking curiosity and conversation. It began with unbranded FFD600 yellow billboards appearing around the city, followed by a mystery X account (@SmileyFFD600) that teased cryptic images. As speculation grew, we introduced QR codes, giant smiley badges, and a striking yellow transformation of our stadium retail store—all reinforcing the connection to our historic crest and colour.
The results spoke for themselves:
• 15,000+ first-day kit sales – the highest on record for the club
• 200,000+ fan engagements
• Complete ownership of the narrative, even in the face of leaks
We brought the journey full circle with a candid, city-wide photoshoot shot entirely on iPhone, capturing the energy of key campaign locations and tying the launch back to the heart of Leeds and its fans. This wasn’t just a kit launch—it was a celebration of Leeds, its history, and its future.
Norwich City FC – A Minute Unsilenced
Every 90 minutes in the UK, someone dies by suicide.
Norwich City have used our platform and voice to help break the stigma of mental health, driving meaningful and tangible impact, the biggest example so far being our viral ‘You Are Not Alone’ campaign.
For World Mental Health Day 2024, we created a 360-degree campaign, including an immersive matchday activation that physically involved supporters for the first time.
In collaboration with BBH, prior to our game against Hull City (the closest fixture to World Mental Health Day), we delivered football’s first ever minute unsilenced. A unique spin on the traditional ‘minute silence’, this time we wanted to ‘break the silence’. Players, coaching staff and fans from both teams symbolically came together to kick-off a conversation on mental health, prior to the game commencing.
This activation was part of a wider campaign that included a Samaritans shirt takeover for both our men’s and women’s teams, a mental health focused matchday social media initiative adopted by 29 other EFL clubs, and a powerful campaign video delivered by Rattling Stick on World Mental Health Day which achieved over 2 million organic views.
Oxford United FC – Can we Talk?
Tragically, in the time it takes Oxford United to play a football match, someone in England loses their life to suicide. This worrying stat is one we are passionate about changing for the better.
It’s a topic that has touched and continues to touch the Club. Arguably the greatest-ever player, Joey Beauchamp, lost his life to suicide, and more recently, it was the same story for 24-year-old father and supporter, Jack Badger. Hearing these stories, and that of current player Will Vaulks who lost both his grandfathers to suicide, we realised we had to step in and use the power of football to help save lives. These families wished for their loved ones to have asked, Can We Talk?
With the support of Sky Sports, Oxfordshire Mind, The Joey Beauchamp Foundation, Baton of Hope, and Oxford United in the Community, we campaigned to say We Can Talk, connecting with 1.33 million people on social media and over 200 people with in-person workshops. This is just the beginning, as we will now train our Men’s First Team, all senior leaders, staff, and supporters in suicide prevention.
This campaign was not for clicks and likes; this was about saving lives.
Pafos FC Against the World with Total Sports Investments
The film campaign included high-quality production by Ascendente Pictures, global distribution across multiple platforms, and fan engagement through interactive social media activations. It successfully positioned Pafos FC as a global brand, attracting new international sponsorships and partnerships. The results exceeded expectations, with increased visibility, fan engagement, and commercial success. The campaign received positive feedback for its authenticity and emotional impact, establishing Pafos FC as a club to watch in European football. Through this project, TSI set a new standard for creativity and innovation in football marketing.
