Sponsorship / Partnership of the Year
Everton FC & Blackwell Global
Key to first season success of the first season Blackwell Global and Everton partnership was creating brand differentiation within a densely populated market, increasing brand and product awareness and driving optimum return on investment.
To achieve this, Blackwell Global recognised the potential of leveraging the awareness and global appeal of some of the Premier League’s most recognised players and positioned them centre of the brand’s first television advertising campaign airing on the Bloomberg network. The #BluesChallenge became the flagship campaign for the season comprising of a comprehensive digital marketing strategy with a multi-channel approach driving account openings.
The partnership contributed to an 800% uplift on the average number of monthly leads with a 32% uplift on conversion rate to live accounts delivering tangible return on investment while driving brand and product awareness. Aligning and associating with a globally recognised sports property operating within the world’s most watched sports league, allowed Blackwell Global to further enhance the brand’s credibility, driving positive sentiment and favourable consideration amongst traders in a heavily congested market.
FC Barcelona & Beko
Beko is the international home appliance brand of Arçelik Group, it offers product lines that include major appliances, air conditioners and small appliances.
The 15th of February 2018, Beko announced the extension of its sponsorship of FC Barcelona.
Our challenge was to make the world aware of the partnership extension, increasing Beko brand awareness, consideration and market share.
We discovered a worrying tension amongst our core target audience, mainly families with children, which is that childhood obesity is growing rapidly worldwide.
We leveraged a powerful insight to engineer the solution, which is the fact that children do not always listen to their parents, but they do listen to their heroes.
This is why we launched “Eat Like A Pro”, a global initiative to help parents feed their children healthy food to tackle the global epidemic growth of childhood obesity. We showed FC Barcelona players cooking healthy meals Tiki Taka style using Beko products and creating engaging content across integrated channels all aimed at helping parents feeding their children healthy food.
We then helped actively the cause by donating 1M EUR to Unicef through a stunt during the last El-Clasico. The campaign delivered astonishing results worldwide.
Hull City FC & SportPesa
Hull City is a Championship football club that plays at the KCOM stadium and attracts an average attendance of 16,000 SportPesa, an online gambling brand, based in Kenya but operating in a number of territories, is the Club’s Main Shirt Sponsor
Building on the back of a coaching programme that was launched in Kenya during the 2016/17 season which saw Hull City coaching staff work with players and coaches in Africa, SportPesa and Hull City worked together to deliver an end of season tour to Nairobi in May 2018 for the Club’s first team
Hull City landed on Kenyan soil on 11th May 2018 and in doing so were the first British team to visit the country since 1984 Whilst the focal point of the tour was the match between the Tigers and the Kenyan Champions, a whole host of community outreach and promotional activity was scheduled throughout the five day trip.
The visit to Nairobi was a resounding success and delivered not only outstanding levels of coverage and brand exposure for SportPesa and Hull City but also a real and meaningful impact for the people of Nairobi, their grassroots footballers and a number of charity organisations.
Manchester City & UBTECH
A first of its kind partnership in world football. Humanoid robots meet Premier League football through this unique global partnership between UBTECH and Manchester City which blends entertainment with education.
Players as Star Wars’ Jedi Knights, 1200 children learning coding through robots and football in school, robot vs fan competitions, robot signs for the first team squad! Just a few of the highlights from a whirlwind season.
The partnership is rooted in a commitment to marrying football and technology and adding value to the overall fan experience. With activation centered around 3 key pillars of creative content, match day integration and community outreach, the partnership over performed against objectives in terms of reach, engagement and media ROI.
The UBTECH & Manchester City relationship is testament to how much value can be extracted from a strategic partnership by adopting a creative approach with a big imagination!
Norwich City FC & Aviva
In 2017, the English Football League reaffirmed its commitment to Stonewall’s Rainbow laces campaign, and a promise to continue driving awareness for the LGBT community using its 72 league clubs.
Alongside this, Norwich City Football Club and their Community Partner, Aviva wanted to explore opportunities which would champion inclusivity and diversity across football – Que the formation of Proud Canaries FC – a new LGBT inclusive Football team, officially backed by Norwich City.
In the fall of December 2017, the Club, in collaboration with Aviva and Proud Canaries, (an affiliated Norwich City fan group), announced the formation of a new LGBT football team. Recruitment for the team and a host of training sessions followed.
One of the sessions which took place at the training ground, included a surprise visit from Norwich City defender Christoph Zimmerman, who joined in and took part in the session.
Following this, the hard work culminated in an end of season LGBT inclusive football tournament at Carrow Road. Dubbed the inaugural ‘Proud Canaries Cup’, Proud Canaries FC faced a number of other LGBT-inclusive and ally teams across the country.
Stoke City FC & The Top Eleven Academy
The Top Eleven Academy gave four players of a football management mobile game the opportunity to turn their dreams into reality via a once-in-a-lifetime masterclass with Premier League club Stoke City. The resulting video series has been seen over half a million times worldwide and counting, reaching millions of fans along the way.
From taking in first team training to a sit-down session with then-manager Paul Lambert, the four Managers were able bring their understandings of football management to the next level.