English soccer giants Chelsea have launched a new marketing proposition to enable brands to collaborate with the club on short-term tactical media campaigns.
The scheme gives brands access to the West London team’s players, as well as their creative and production departments, with the goal of reaching a global audience across social, digital and web.
Chelsea’s owned digital channels have a combined reach of more than 200 million.
The rollout follows an initial short-term campaign with Duracell in December, which used Blues players to promote the battery brand’s portable power bank line during live broadcasts on Amazon Prime.
An official press release from Chelsea states that the approach resulted in hundreds of thousands of social engagements for the brand and helped Duracell to achieve a significant uplift in Power Bank sales over the course of the week-long campaign.
According to GlobalWebIndex research, likelihood to purchase and recommend Duracell, in addition to positive brand sentiment towards the brand, also showed significant increases from both the Chelsea fanbase and general soccer fans
The club believe the new direction recognises the increasing demand from brands for digital assets that reach an audience effectively and against agreed targets, supported by the execution of brand studies that measure how campaign engagement is contributing to awareness, purchase consideration or likelihood to recommend.
Gary Twelvetree, Chelsea's director of marketing, said: “Our ability to give brands the opportunity to access our global superstars and create branded content, ideated and produced by our award-winning creative and production teams, positions us as one of the most compelling new media publishers in the industry.”
Chris Townsend, Chelsea's commercial director, added: “Traditional sponsorships are and always will be a hugely effective marketing and commercial solution, and we are truly proud of the group of world-class brands we have partnered with. However, we recognise that brands such as Duracell want to market their products and buy their media in a different way – around new campaigns and at peak sales moments.”
The new approach aims to provide greater flexibility with tactical media engagement.
English soccer giants Chelsea have launched a new marketing proposition to enable brands to collaborate with the club on short-term tactical media campaigns.
The scheme gives brands access to the West London team’s players, as well as their creative and production departments, with the goal of reaching a global audience across social, digital and web.
Chelsea’s owned digital channels have a combined reach of more than 200 million.
The rollout follows an initial short-term campaign with Duracell in December, which used Blues players to promote the battery brand’s portable power bank line during live broadcasts on Amazon Prime.
An official press release from Chelsea states that the approach resulted in hundreds of thousands of social engagements for the brand and helped Duracell to achieve a significant uplift in Power Bank sales over the course of the week-long campaign.
According to GlobalWebIndex research, likelihood to purchase and recommend Duracell, in addition to positive brand sentiment towards the brand, also showed significant increases from both the Chelsea fanbase and general soccer fans
The club believe the new direction recognises the increasing demand from brands for digital assets that reach an audience effectively and against agreed targets, supported by the execution of brand studies that measure how campaign engagement is contributing to awareness, purchase consideration or likelihood to recommend.
“Our ability to give brands the opportunity to access our global superstars and create branded content, ideated and produced by our award-winning creative and production teams, positions us as one of the most compelling new media publishers in the industry,” said Gary Twelvetree, director of marketing at Chelsea.
Chris Townsend, commercial director at Chelsea, added: “Traditional sponsorships are and always will be a hugely effective marketing and commercial solution, and we are truly proud of the group of world-class brands we have partnered with. However, we recognise that brands such as Duracell want to market their products and buy their media in a different way – around new campaigns and at peak sales moments.”
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