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Commercial

Activating our partnerships

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AFC Bournemouth AFC Bournemouth

Details of how the club's commercial team works with its partnerships to achieve maximal results.

The Objectives

  • Grow market presence
  • Increase brand awareness
  • Utilise events and hospitality to build business relationships

Property finance providers MSP Capital were looking to grow their market presence outside of their southern stronghold and increase awareness of their products and services within their industry sector.

A key objective for the business was to better utilise corporate events and hospitality to prospect new business as well as nurture existing relationships.

The Activation

  • Front of shirt sponsor
  • Bespoke package across broadcast, digital and print media
  • Matchday hospitality and VIP events
  • CSR activation within the community 

AFC Bournemouth offered MSP Capital the opportunity to be the club’s front of shirt sponsor. We created a bespoke package that offered impactful exposure through broadcast, digital and print media.

We aligned these activations with their business goals to make sure MSP Capital received maximum value for their investment. These tailored activations included relevant social media campaigns and matchday fan engagement through a shirt giveaway in conjunction with our new matchday streaming service.

The commercial package also includes matchday hospitality and VIP events to help MSP achieve their objectives of prospecting and nurturing clients, as well as a CSR campaign to allow them to give back to their community through collaborating with the football club in refurbishing a local community facility. 

The Outcome 

  • 198% increase in web traffic month on month
  • 2,514% increase in referral traffic month on month
  • Rise in brand credibility
  • Boost in staff morale

Within the first week of launching the partnership, MSP Capital reported an increase in web traffic of 198% and 2,514% in referral traffic compared to the previous month. They also found the partnership had an immediate impact on their staff morale, with employees reporting that they felt excited by the partnership and proud to work for the business.

The association with AFC Bournemouth was also seen to boost the business’s credibility with directors telling the club “It has shown us as a serious player in the market.”

Adam Tovey, valuations director MSP explained further: "We are incredibly proud to be supporting our local football club, as lifelong Cherries fans. The team at AFC Bournemouth has really spent the time to get to know our business and our goals and proactively work with us to leverage the partnership.

“The initial results have been really positive and we look forward to what the rest of this season delivers for both AFCB and MSP."

The Objectives

  • Formalise an existing relationship
  • Provide students with unique opportunities
  • Recruit domestic and international students

As two of the most internationally recognised organisations in Dorset, the relationship between Bournemouth University and AFC Bournemouth had been an unofficial one until 2012, collaborations having been ad-hoc and uncoordinated.

The university wanted to formalise this relationship and provide their students with unique opportunities to work with the football club, while both organisations wanted to work together to help enhance each other’s profiles. This desire to work and grow together was instrumental in taking the partnership to the next step.

The Activation

  • Developed an official partnership with clear pathways for academic projects
  • New internships developed for students
  • Brand designation used to boost exposure for BU
  • BU sponsored the women’s and girls’ programmes

Both BU and the club developed an official partnership with clear lines of communication that allowed both parties to effectively coordinate academic projects and student engagement initiatives through much more efficient processes.

A tailored package was created which combined these academic projects with the university’s desire to enhance their impact within their local community. The package included internship opportunities for BU students, giving them incredibly unique experiences that will help them develop their careers after they leave education.

Bournemouth University were made an official partner of AFC Bournemouth’s girls and women’s football programme, allowing the university to have meaningful impact in one of their key areas of development: women’s sport.

The Outcome

  • New internships provided academic support and insight for the football club
  • Bournemouth University’s brand has reached 174 territories across the world through their broadcasting designation
  • Engagement with the local community through the extensive events calendar

The academic research and student projects conducted each year are mutually beneficial to the university and the football club and students have provided key insights and assistance in areas including business development, sponsorship, physiotherapy and sports science.

In the years since the partnership began, BU have benefited massively from the TV and media exposure, helping to support their growth.

The joint events run by the club throughout the year stand out in our calendars as key dates, and whether it is educating our junior members or entertaining the crowds on a matchday, this partnership is the perfect example of how two organisations can collaborate and make a difference.

The Objectives

  • Communicate an organisational rebrand
  • Capture new members
  • Encourage customers to lead a healthier life

Vitality, one of the countries leading health insurance companies, had recently rebranded from Pru-Health and needed to generate brand exposure on a national scale in order to communicate this change and promote their products and services.

Vitality’s mission is to encourage their customers to lead a healthier life, and they incentivise their members to become more active through earning unique rewards in return for exercise. As a brand Vitality wanted to not only capture new members but also broadcast their message to a national audience.

The Activation

  • Stadium naming rights
  • Alignment with the AFC Bournemouth Community Sports Trust
  • Match tickets and one-of-a-kind experiences for staff and members

AFC Bournemouth offered Vitality the stadium naming rights to deliver their objectives of increasing brand awareness.

In accordance with Vitality’s mission to promote healthy living, the football club aligned the brand with the AFC Bournemouth Community Sports Trust, who they became headline partners of. This allows Vitality to reach out to the community and spread their message.

Vitality also benefitted from match tickets, hospitality opportunities and VIP experiences for staff and members including training ground tours and meet and greets with the manager.

The Outcome

  • Over £1m a season in media value
  • An incentivised work force and local membership base
  • National brand recognition

The partnership has delivered over £1m in media value each season for Vitality. The business has been able to leverage the partnership to incentivise members and employees, with the VIP event activations providing money-can’t-buy experiences.

The association with the club has built Vitality’s brand across the UK and helped them become a national leader in health and life insurance.

The Objectives

  • Brand exposure
  • Increase awareness of their services 
  • To give back to the community and focus more on education

Strategic Solutions were looking for ways to increase their brand exposure and awareness of their services within the local area. They were also keen to investigate new ways in which they could give back to the community, focussing on educating children and teenagers on financial services.

The Activation

  • Offering a bespoke package
  • Providing a platform for a digital presence (Goal of the Month)
  • Opportunity to network with local businesses
  • Workshops and seminars provided to AFC Bournemouth’s Academy

AFC Bournemouth worked with Strategic Solutions to build a bespoke package that suited their objectives. This included using the club’s digital platforms to increase brand exposure. The partnership also provided the perfect opportunity to network with local business through the numerous events throughout the year.

To achieve Strategic Solution’s objective to educate young adults, AFC Bournemouth arranged for the business to provide workshops and seminars to the academy, helping the clubs young players safeguard their financial futures.

The Outcome

  • Digital engagement 
  • Increase in local business connections
  • Supporting AFC Bournemouth’s Academy and youth teams
  • Opportunity to entertain and nurture client relationships through matchday experiences

The goal of the month content activation with Strategic Solutions has proven to be one of the most watched videos across the AFC Bournemouth social media channels while the work with the academy has supported countless players in their professional development.

The club has provided hospitality opportunities that have been used to nurture client relationships and the networking events hosted at the club have generated new business for Strategic Solutions while increasing their connections within the business community.

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