Barclays #YouAreFootball: A new way to bring true fans closer

This case study shows how Barclays, a UK financial services brand, used its sponsorship of the Premier League to strengthen its brand purpose and rebuild trust.

Barclays #YouAreFootball: A new way to bring true fans closer

Thomas Henry

Campaign details

Client: BarclaysAgency: DAREBrand: Barclays Premier League

Executive summary

This is a paper about breathing new life into an old discipline.

Big sponsorship activation is one of the most traditional forms of marketing a brand can engage with.

Even today, huge sums of money are being spent by brands purchasing rights to popular sporting and cultural events. Yet in spite of, or perhaps because of the amount of money involved, most brands fail to realise the potential of their investment.

In this...

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