Harlequins: Big brand thinking on a shoestring

The Harlequin Football Club was founded in 1866 (although the first recorded game was not until 1867) as Hampstead Football Club and renamed in 1870.

Harlequins: Big brand thinking on a shoestring


Despite a tight budget a clever marketing campaign attracted a sell-out crowd for a Harlequins match that has turned into a brand in its own right.


  • Harlequins Football Club wanted to attract an audience that extended above and beyond regular rugby fans to create a branded event — The Big Game 2 — that would become a regular spot in the annual events calendar.

  • The imaginative multi-media campaign punched far above its weight, with outdoor advertising, national and local media, extensive public relations (PR), sponsorship, player appearances, social networking, e-CRM,...

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