Sponsorship Strategy

BRIEF

Capital One hired Synergy in 2011 to devise their sponsorship strategy and identify potential assets that would best deliver against their brand and business objectives.

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SOLUTION

After a three-month consulting project, Synergy recommended the League Cup, which became the Capital One Cup in 2012. Synergy is responsible for managing the sponsorship and bringing Capital One’s positioning as a supportive brand to life through experiential and PR activity.

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RESULTS

Our ‘Support the Supporters’ activation strategy has been brought to life through myriad ideas, such as the ‘Capital One Convoy’ (free bus travel to the inaugural Final), ‘Grounds for Improvement’ (a campaign to upgrade grassroots pitches), and ‘Capital One + One’ (a free ticket promotion to Capital One Cup games). The sponsorship has helped transform the perception of the Capital One brand in the UK, and comfortably outperformed other longer-running equivalent football sponsorships in terms of brand attribution.

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