BEST CLUB MARKETING CAMPAIGN – Premier League

Aston Villa & Black Sabbath: A kit launch That Rocked the Football World

Aston Villa’s 2024/25 kit launch campaign marked a new era, celebrating the club’s 150th anniversary, launching a historic partnership with adidas, and amplifying its UEFA Champions League return after 40 years. The challenge was to create a campaign that resonated locally while expanding global reach, leveraging Birmingham’s heritage as the birthplace of heavy metal and the club’s deep cultural roots.

In collaboration with adidas and agency Homeground, Aston Villa executed a groundbreaking campaign led by a viral kit launch video featuring Ozzy Osbourne and Geezer Butler of Black Sabbath. The film seamlessly blended Paranoid—a Villa Park anthem—with the Champions League theme, symbolizing the club’s resurgence. The campaign extended to community events, international activations in New York’s JD Sports flagship store, and limited-edition Black Sabbath-themed merchandise, including custom boots worn by Emi Martinez.

The results were record-breaking. The campaign generated 692 million impressions, record shirt sales and overwhelming fan engagement, with a 90.1% joy sentiment score. Media hailed it as “brilliant” and an “instant classic,” while Paranoid re-entered the Billboard charts.

By fusing football, music, and culture, Aston Villa delivered an innovative, globally acclaimed campaign that redefined football marketing.

Brentford FC – Gen 10

In December 2024, Brentford FC launched Gen10, a £10 junior ticket price cap to keep football affordable for the next generation of fans and their families. With rising prices and slashed concessions becoming commonplace, Gen10 is our commitment to ensuring the next generation grows up in love with the game, not priced out of it.

Brentford now subsidises the cost of a junior ticket to watch the Bees in the Premier League to £10, whether that’s Brentford fans supporting the club on the road or an away fan visiting the Gtech Community Stadium.

The move is a result of comprehensive fan consultation on away attendances, concluding that more could be done to bring under-18s and their families back to Brentford away games. Alongside junior away tickets across the league costing as much as £25, the numbers of younger fans had dwindled due to perceptions that away ends were an intimidating, negative experience. Our response was to give fans more choice with family-friendly seating, with Gen10 making this choice affordable.

Early results have been overwhelmingly positive with a 58% increase in junior attendance for the first three Gen10 away games, with national media coverage at launch.

Chelsea FC and Chelsea Foundation’s Wrap Up Warm Campaign

Chelsea Football Club and Chelsea Foundation joined forces to deliver a purpose-driven Christmas campaign, with real-term commercial sales targets which directly delivered practical and financial support to London charities tackling the root causes of homelessness.

Creatively delivered as a playful yet impactful extension of Cole Palmer’s iconic ‘cold’ goal celebration, Wrap Up Warm was a call to arms to the London club’s supporters to help vulnerable members of its community delivered in a football-first festive campaign to challenge the traditional giants of the high-street.

The campaign surpassed all KPIs, with over 3,600 items of warm clothing donated to support the 3,200 people sleeping rough in south-west London and over £100,000 raised which will now be used to support charities tackling homelessness in London all year round. This includes donations from supporters, Chelsea’s men’s and women’s squads and proceeds of the club’s festive retail range.

The campaigns hero film received 4.6 stars by System1 (vs the sports category average 2.5 stars), received YouTube’s ‘Most Engaged Christmas Ad’ award for 2024, and resulted in 66% of Season Ticket Holders agreeing that the campaign makes them more likely to consider purchasing Chelsea products.

Manchester City FC – Champions 4-in-A-Row Trophy Tour

Manchester City’s Champions 4-In-A-Row Trophy Tour presented by Etihad Airways celebrated the club’s historic fourth consecutive Premier League Trophy, taking the silverware closer to fans around the world alongside the Club World Cup and Community Shield trophies.

Celebrating a moment of football history, the Trophy Tour brings fans who might not be able to travel to Manchester closer to the club. Since its inception in 2018, City’s Trophy Tour has visited 29 countries in 6 continents across 5 tours.

Through these visits, our fans can engage with the club, trophies and former players through physical events (including match screenings), localised content and local community engagement.

Southampton Football Club – We Call It Home

Southampton Football Club faced a unique challenge when planning its 2024/25 season ticket campaign. With promotion back to the Premier League uncertain, potential price increases on the horizon, and major stadium changes affecting seating arrangements, we needed a strategy and marketing campaign that would engage fans, build excitement, and ensure a smooth transition.

Our solution was a campaign built around unity—reminding fans that “We are more than just a club — we are a community, united by our stripes.” Using a mix of fan imagery, creative storytelling, and strategic phased communication, we highlighted the deep emotional connection fans have with their club and matchday experiences.

To manage stadium seat relocations and generate buzz, we implemented a two-stage ticketing launch, prioritising affected fans and those eager to move into the newly designated home end. This strategic rollout, combined with targeted direct marketing, OOH advertising, social media, and PR, resulted in an unprecedented response.

We achieved a 119% increase in season ticket sales against our initial target, reaching a 21,500 season ticket sell-out for the first time in club history. Revenue surpassed projections by 123%, and we established our first-ever season ticket waiting list—solidifying fan commitment and campaign success.

West Ham United FC 2024/25 Home Kit launch

West Ham United’s launch of its 2024/25 home kit was a major success, driving retail growth and strengthening the club’s global brand. Inspired by the era of the club’s 1964/65 Cup Winners’ Cup triumph, the campaign merged nostalgia with modern storytelling to connect with fans.

In collaboration with WTF Creative and Umbro, the campaign delivered a high-quality, multi-channel launch. Filmed at the iconic E Pellicci’s Cafe, it featured players, legends, and celebrity fans, including narration by Hero Fiennes Tiffin and a custom soundtrack by The Rifles. Authentic 1960s styling and props captured the era’s spirit while reflecting the club’s enduring values.

The campaign exceeded all key objectives, with home kit sales surpassing expectations and engagement metrics significantly outperforming targets. It achieved widespread media coverage across major football and mainstream outlets, extending its reach to a global audience.

By honouring its historic achievements and embracing innovative storytelling, West Ham United created a campaign that resonated deeply with supporters, strengthening its brand identity while delivering outstanding commercial results. The campaign’s success showcased the club’s ability to blend heritage with ambition, reinforcing its position as an industry-leading club of European stature.