Manchester United is one of the most valuable sports brands in the world and, with that, comes a huge responsibility to please fans, promoters, investors and sponsors.
We helped the club to activate their sponsorship deals, protect and promote their assets, generate more income and capitalise on their growing worldwide fanbase through a range of strategic activation campaigns.
Over the years, Manchester United has had a vast variety of sponsors, ranging from luxury watch brands to Swiss banks.
Before every activation campaign could be planned, our initial research helped us to understand these unique partnerships, what the club and sponsor wanted to achieve and how we could deliver this in the best possible way.
A football fan isn’t necessarily a fan of red wine. The average supporter might not always be interested in offshore investments. It’s about finding common ground for the fans and creating experiences that everyone can enjoy, regardless of age or gender.
Sponsorship activation is where our planning skills really come into their own. We’ve sourced specialist equipment, built sets, commissioned artists, hired waiting staff – whatever it takes to put on memorable events that run like clockwork, all manned by our own in-house team.
And after planning to the nth degree behind the scenes, we’re also on hand to help at events, meeting and greeting, erecting – gazebos and even serving drinks to make sure both Manchester United and their sponsors’ expectations are met.
We concentrated on designing and implementing sponsorship activation campaigns that truly captured the imagination of fans and encouraged heavy brand interaction, to leave a lasting impression.
Each event was data captured to help us build on Manchester United’s growing database, and then target specific communications to fans. While event photography and clever use of PR helped keep the momentum going and increase fans’ positive associations with the club and its sponsors.