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Sponsorship Spotlight – Playing a part in the Newcastle story

Last month, independent sports marketing agency SportQuake played a major role in the activation of FUN88’s new three-year shirt sponsorship deal with Newcastle United.

Matt House, SportQuake

We caught up with SportQuake CEO Matt House to find out how dependent this deal was on the Magpies’ promotion to the top flight and how the company’s marketing strategies are different in the UK, when compared with its work in Asia.

SBC: This new shirt sponsorship wasn’t confirmed until after Newcastle secured promotion to the Premier League; was this deal dependent on them getting back in the top flight?

MH: The partnership was planned based on Newcastle successfully securing promotion to the Premier League (EPL), but it wasn’t dependent on it.

SBC: Was there any reluctance from FUN88 to enter a three-year deal, given that Newcastle have twice suffered relegation in their last seven seasons in the Premier League?

MH: Newcastle have had their ups and downs but are a massive club in the UK and internationally, so this felt like a really good time to buy and be a small part of the story. 125th birthday year, promotion back to EPL, Rafa at helm, famous black and white stripes, famous international legends such as Shearer…

SBC: Have you been made aware of any special campaigns between Newcastle United and FUN88 to commemorate the club’s 125-year anniversary?

MH: We have many exciting initiatives we are working on to engage and delight Newcastle fans in UK and internationally.

SBC: How does your work activating sports marketing strategies in the UK differ from China and Hong Kong?

MH: SportQuake is the go to international sport marketing agency for high growth brands looking to powerfully connect with customers through sport. Of course, there are regional differences in the role sport plays culturally to how and where it is consumed, but our planning and buying and activation principles remain consistent in all markets.

Client data is at the heart of our planning process, identifying sweet spots for communications and trading strategies. Independent and thorough 360-degree approach to planning and buying providing a comprehensive look at all sports and all sports inventory types, while being delivery focussed around brand objectives and sports solutions ensures better results than other communication options.

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