Football these days: it’s all about the bottom line, isn’t it? Transfers, takeovers, salaries and shareholders – more front than back pages risk an overwhelming slide towards fan fatigue. Coca-Cola’s sponsorship of The Football League has always been founded on the brand’s understanding of real fan motivations in 72 communities.

Having just returned from working on the showcase finale to The Football League season, the Coca-Cola Play Offs, I can confirm that it’s an event about clubs, not multinationals; fans, not investors. This year Coke activated it through club-specific advertising and activity at Wembley Stadium, though unlike many brands, it remained mindful of the fact that what matters to supporters is the match itself.

Hull City made it to the Premier League thanks to two local heroes; Donny Rovers overcame the 40,000-strong support from Leeds Utd and Stockport County won at Wembley, at the fifth time of asking.

With all the stats and figures coming out of last weekend’s event: 200,000 attending fans…110,000 matchday programmes sold…£60million at stake…at the Play Offs, the bottom line appears to be simple: heart.

By Jonathan Izzard on May 29th, 2008

Tags: Event management consultants, Event management service, Football, Sponsorship consultancy, Synergy

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