Brand Experience

The challenge

A new 62,000-capacity stadium is only a building until it becomes a destination. Tottenham Hotspur needed the venue to carry the club’s ambition, and to convert first-time visitors into lifelong members and partners.

The solution

We built the experience proposition and the brand language that runs from the concourse to the app — premium tiers, hospitality naming, wayfinding, staff behaviours and matchday content, all designed to make the stadium feel like the club.

Since opening in April 2019, the stadium has set a new benchmark for the fan experience in European football.

The challenge

Memberships are the club’s most direct relationship with its fans — and its most fragile. Renewal, recruitment and international growth all had to move at once.

The solution

We developed and managed Tottenham Hotspur’s One Hotspur 20/21 membership programme and brand, from proposition and tiering through to the recruitment campaign and member communications.

The challenge

The New York Yankees partnered with us to develop a brand marketing campaign for the historic move to the new Yankee Stadium in April 2009.

The campaign embodied three distinct objectives: to communicate to Yankees fans and partners that the new stadium honours the team’s unparalleled history and tradition; to showcase the luxurious modern amenities, vast spaces and incredible experiences; and to spearhead naming rights, partnership opportunities and seating inventory sales initiatives.

The solution

We conceptualised and rolled out the acclaimed ‘Yankee Stadium Forever’ campaign, which showcased Yankee Stadium not as a mere building, but as the soul of baseball — a campaign that spoke to the timelessness of the brand and its enduring qualities.

The challenge

EuroLeague Basketball spans dozens of markets, languages and club cultures. To compete for attention with football and the NBA, the league needed one idea strong enough to unite a continent — without flattening the clubs that make it.

The solution

From London to Barcelona, we served as lead brand development agency: educating, coordinating and orchestrating in-house departments, external agencies at league and club level, and broadcast partners.

The result was a united brand platform — ‘United as One’ and the ‘Game On’ season campaign — carried across identity, arena experience, broadcast and retail.