Manchester United

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Growing a billion-dollar brand through sponsorship activation.

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.


Listen

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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.


Plan

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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.


Deliver

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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.


Campaign

Play Safer
Road Safety Campaign

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When Korean manufacturer, Kumho Tyre, became one of Manchester United’s Platinum Sponsors, we needed a major activation campaign to leverage their association with one of the world’s biggest sports brands.

We devised and delivered a road safety programme to schoolkids, their parents and teachers, in association with the Manchester United Foundation, Greater Manchester Police and Sir Bobby Charlton, who championed the scheme.

Manchester United creative
Manchester United creative
Manchester United creative
Manchester United creative

Campaign

Casillero Del Diablo Brand Activation

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We helped bring this iconic wine brand to life at Manchester United’s Old Trafford Match Day in May 2015, with a ‘Devil’s Match Experience‘ in the stadium car park.

Inside a bespoke ‘tunnel‘ marquee, we built a replica Devil’s Cellar, complete with sound effects, vineyard aromas and an eerie projection of the devil himself. Fans received a sample of Casillero del Diablo and could have photos taken with genuine legends – including Bryan Robson, Andy Cole, Dwight Yorke and Denis Irwin.

Manchester United creative
Manchester United creative
Manchester United creative

Campaign

Turkish Airlines Sponsorship Activation

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When Turkish Airlines became Manchester United’s Platinum Sponsor, the club asked us to find a way to announce this new relationship at international airports.

We built a life-sized replica of the Old Trafford team tunnel, complete with players and a crowd scene, where fans could have their photos taken with the Premier League Trophy against the iconic backdrop.

Manchester United creative

Campaign

Hublot
Souvenir Brochure

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Manchester United asked us to produce a souvenir brochure for their luxury watch brand partner, Hublot. It was intended as a giveaway at the Player of the Year Awards dinner, in light of the team taking home the Premier League Trophy the day before.

The deadline was tight but, in just 24 hours, we had designed and produced a highly polished piece of work and delivered the keepsake to hundreds of VIP guests.

Campaign

Swissquote Footgolf Challenge

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A partnership with Switzerland’s premier online bank was given a fun and engaging profile boost with our Footgolf practice ramp at Old Trafford. Fans queued around the block to see if they could get a “goal in one” for a chance to WIN a signed Manchester United shirt.

Campaign

Sales Toolkit For MUML

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MUML, Manchester United’s marketing and merchandising arm, wanted to ensure their brand was being represented consistently by its many stores, investors and partners around the world.

We created the MUML Sales Toolkit: a digital database and content management system, accessed via an attractive interface that is designed to support all their selling activities. With resources for the licensing department, Soccer Schools and retail negotiators, the Toolkit also contains product range details, licensee agreements, details of the support on offer, and case studies that show how lucrative a relationship with Manchester United can be.

Manchester United creative
Manchester United creative
Manchester United creative
Manchester United creative
Manchester United creative
Manchester United creative