The Premier League returns next week, so as the excitement builds to complete the season behind closed doors in a period when the EUROS should be in full swing, and clubs should be preparing for a new season (kit, pre season tours etc), it is just the beginning of the end of the 2019/2020 season. Of course, with League 2 cancelled, League 1 (who knows), and the return of the Championship on June 20th, it isn’t just about the Premier League. New kits have been announced in Scotland, and across Europe new membership programs have been launched (Barcelona), at the same time as the world comes together for Black Lives Matter across social media but also in real life as well.


Although not marketing, nor should it should be, it is deeply important to talk about Football Club’s messages on social media, and players posts on Twitter and Instagram. Racism is real, and doesn’t just happen in football or in America. It is important to talk about, too educate ourselves, and to feel uncomfortable educating yourself and talking about racism.

On Black Out Tuesday, in support for Black Lives Matter – a day to learn and inform (but keeping educating and signing petitions, its not just one day), West Bromwich Albion had posted like most professional football clubs in England. However, after one ‘fan’ said it was ‘pathetic’ and to ‘cancel my season ticket’, obviously doesn’t believe that racism is a thing and obviously needs to be educated, West Brom responded by tweeting him back ‘You won’t be missed’. Good on West Brom, well done for shutting down that supposedly fan. 

For the first time, Nike & Adidas came together, and supported one another, in their response to Black Lives Matter.


Launched last, eBay, #PlayersTogether and NHS Charities Together have collaborated for the largest sign shirt giveaway in the history of football. 527 players from the Premier League have donated a signed shirt. Instead of a bidding process, eBay for the first time have ran a raffle mechanic, with tickets costing just £5 with all the money raised going to NHS Charities Together. Premier League stars including, Harry Kane and Jesse Lingard, shared the campaign on social media, encouraging fans to donate and participate. For more information, and to purchase a ticket, click here.


Bournemouth ends M88 deal ahead of the Premier League restart after an investigation being launched into the online better and gaming company by the UK gambling commission. It was already due to expire on May 31st 2020, however, because of the suspension of the Premier League there are matches left to be played. The remainder of the season Bournmouth will play in new kits and next seasons training wear  as they remain without a sponsor ‘for the foreseeable future’.


West Ham United FC have announced a new series. Through special guests including Ray Winstone and Russell Brand, West Ham have created a brand new podcast. Podcast is called ‘Any Old Irons’ with west ham legends. Any Old Irons is a program for over 60s, and through lockdown the program has been supporting the members with phone calls, emails, and the podcast.

West Ham United Women have created a campaign to support to support victims of domestic abuse across London. As a result of covid-19, domestic abuse has seen a sharp increase in recent weeks. So West Ham United Women have teamed up with Hestia and Refuge to support the urgent appeal to raise funds for the thousands of vulnerable people suffering from domestic abuse across london and the south east. The club will run a bucket collection at future west ham women’s fixtures.


With the return of the Premier League, but with matches being played behind closed doors, the normal marketing campaigns have had to be adapted. Like some Bundesliga Clubs, Wolves have encouraged fans to to participate in a crowd mosaic for the South Bank, which will be in the stand for Wolves last four home matches of the season.


Tottenham Hotspur announced a new training kit and warm up kit for the 2020/21 season with Nike Football. Introducing the hashtag #DareDo. Spurs have also continued their series with HP, whereby fans ask a Spurs player questions on Twitter and a select number are answered by the player.

Over the weekend of the 6th and 7th June, Tottenham have given fans the opportunity to take part in a virtual running event, with Tottenham fan and and world record holder Eliud Kipchoge. The campaign, with Official Sport Fuel Supplier Maurten, encouraged supporters to compete in a virtual team relay, whereby supporters log their time in the MARATHON app.


Official Partner of Chelsea FC ‘Sure’, created a short film ‘Breaking Barriers’ featuring Rudiger, Jorginho and Kante. The purpose of the film is to inspire people to be more confident, overcome challenges and much more. The film follows the three Chelsea stars, as they tell their inspirational stories and the challenges they have faced in their career. (Storytelling from DAZN)

Hyundai, another of Chelsea’ Official Partners, also use video and social media to activate their partnership. In February, Chelsea challenged Mason Mount and Erin Cuthbert to become Hyundai car dealers, while they got a new identity with wigs and make up to disguise the pair, as well as new names. Fellow players, Millie Bright, Ji So Yun, Fikayo Tomori and Kurt Zouma were their coaches, telling the two players what to say and do. Nearly five minute video that debuted on their Twitter account. After one hour, the video had generated 1.8k likes and nearly 500 retweets, as well as countless compliments.


Barcelona launch ‘Barca TV+’ streaming service which includes more than 300 videos and over 1000 hours of content. It is a premium version of ‘Culers membership’ loyalty program.


Heart of Midlothian FC – for the 6th consecutive season with ‘Save the Children’ (uk) on the front of the shirt, with Umbro as the shirt supplier and designer.

Kilmarnock FC, not only have a new technical supplier for the 2020/2021 season, but also a new shirt sponsor. The new shirt is a collaboration between Hummel and Brownings the Bakers. To read more about the story of the new shirt, click here.

Liverpool Football Club have confirmed that New Balance will continue to be the clubs official kit supplier until July 31, 2020, which has been mutually agreed between New Balance, Liverpool and Nike. Previously, New Balance’s deal finished on the 30th June, and Nike would begin on July 1st. However, because of the extension to the Premier League, New Balance will continue for an extra month to finish the premier league. 

Cambridge United FC have announced that Heads Up will feature on club training wear for the 2020/21 season, showing their underlying commitment to being mentally healthy football club.

Wolves have announced a new partnership with Gulf Racing for the 24 hours of Le Mans Virtual.  It is a unique collaboration which sees Wolves enter the racing world for the first time. The race race will take place virtually on the 13th and 14th June with the traditional race rescheduled for September.

7 thoughts on “FOOTBALL MARKETING #2 – Shirts for Heroes, Wolves Fan Mosaic & Chelsea ‘Breaking Barriers’

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