Posted by: The Marketing Store | Date added: Fri 22 Jun 2012
Creative agency Aqueduct has been appointed as the lead digital partner for Sunderland AFC of the Barclays Premier League following a comprehensive tender process.
The agency’s remit is to provide a full digital strategy and three-year plan, including a new website to allow the football club to truly engage with its loyal fans.
Working with the club’s digital media team, Aqueduct will lead the design, tone of voice and technology for the new digital estate, which will be launched in time for the start of the new Barclays Premier League season in August.
The club is looking to create a unique, dedicated suite of digital content so that it can speak to supporters in its own, distinct tone of voice.
The new approach will also help deliver on some of the club’s key ambitions; to gain international reach, engage directly with supporters and enhance activation for sponsors and partners.
In addition, the club’s official charity plays an important role in the local community through a range of educational initiatives and outreach programmes, and Aqueduct has been briefed to bring this to life digitally.
The club is also looking to target a corporate audience, promoting the Stadium of Light as a multi-purpose space for both matchday and non-matchday events, including weddings, concerts and a broad range of corporate initiatives.
Sunderland AFC’s chief executive, Margaret Byrne, said: “From our first meeting, Aqueduct showed great commitment and enthusiasm for the club. They came along to watch some of our games, putting themselves amongst our fans and sharing their experience.
“Throughout the pitch process they displayed great diligence and attention to detail with a clear vision of the end goal. We couldn’t feel more positive about the club’s digital future and our working relationship with Aqueduct.”
Rob Oubridge, managing director at Aqueduct, added: “We are delighted to have been selected as Sunderland’s digital partner. Sunderland is a central beacon of life in the community and people are incredibly loyal to the football club whether they are a football fan or not, and it is this commitment we want to recognise and reward.
“It is important to understand your audience in real detail, so we will be taking a user-centred approach, involving Sunderland fans in the process of devising digital products and platforms. We will also be developing a CRM programme to organise and develop existing data and devising products and initiatives in line with insights we glean into fan behaviour.”
Aqueduct has vast sporting experience. It works as the lead digital agency for Manchester City FC, handling all digital capabilities including the club’s website, one of the most respected amongst UK football clubs. The agency also works with the RFU and the Twickenham Experience promoting a range of events, including the Rugby World Cup, the Six Nations Championship and this year, the International Summer Tour 2012.
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