Golden Boots, Not so Silent Moments and Billion-Dollar Brands
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Gegenpressing to Global Strategy - Klopp's Red Bull Reinvention
Jürgen Klopp is making his return to football, but not as you might expect. Starting in January 2025, Klopp will take on a strategic role as Red Bull's Head of Global Soccer. While he won’t be handling day-to-day operations, Klopp will oversee Red Bull's network of clubs, working closely with sporting directors and supporting global scouting efforts. It's a perfect fit for the man who revolutionised the high-energy "gegenpressing" style at Liverpool and Borussia Dortmund. Expect Klopp’s football brainpower to continue shaping the game from a new vantage point, influencing the future of the sport behind the scenes. Could this mark the start of multi-club football dominance with Red Bull?
Norwich x Minute Silence
Norwich City has redefined the typical 'moment of silence' swapping it for an invitation for open conversation. Before their fixture against Hull City, Carrow Road hosted a 'minute unsilenced' right after the coin toss, which encouraged fans to kick off a meaningful conversation about mental health with those around them. The initiative, took place on World Mental Health Day, and aimed to shed light on the staggering rate of suicides in the UK, which occur every 90 minutes.
Questions like “How’s life treating you?” and “What’s been on your mind lately?” were featured on the big screen and matchday programmed to spark conversation, with support from Samaritans. The goal? To make sure fans know it's okay to talk and that talking could save lives.
Nike's Tribute to the New York Liberty’s Historic Win
Moments after the New York Liberty secured their first-ever WNBA championship, Nike aired a powerful ad to mark the moment. Set to the iconic tune of Frank Sinatra's "New York, New York," the ad featured a simple yet powerful video of the Statue of Liberty, proudly wearing a gold championship ring. With its striking visuals and perfectly timed release, Nike captured the essence of victory, blending the spirit of the city with the triumph of its team.
Luxury Meets Football
The Arnault family, alongside Red Bull, is set to acquire a majority stake in Paris FC, marking a major step into football for the LVMH empire. This powerful partnership aims to elevate Paris FC from Ligue 2 into the top tier of French football, with ambitions for the Champions League. Combining luxury precision with Red Bull’s sports expertise, this collaboration promises an exciting future for Paris FC and the broader football landscape.
Belligold
Jude Bellingham’s golden touch extends beyond the football pitch with the release of his first-ever Predator line in collaboration with adidas. The "Belligold" range, featuring Predator 24 boots and Gazelle sneakers, marries his on-pitch flair with off-pitch style, with a sleek black and gold design. Channeling the 80s and 90s football aesthetic, this collection is a nod to football’s nosalgia and golden moments, with a modern twist. Bellingham calls the partnership a "dream come true," proving that his influence in football, fashion, and culture is as unstoppable as his game.
La Liga x Riyadh
Saudi Arabia's ties with LaLiga are growing stronger as Riyadh Season, the cultural and entertainment brand from the Saudi capital, signs on as an official commercial sponsor for three seasons. This deal will cover the 2024-25, 2025-26, and 2026-27 seasons, adding to LaLiga's expanding presence in the Middle East.
With Riyadh Air also partnering with Atletico de Madrid for stadium naming rights and the Spanish Super Cup staying in Saudi Arabia through 2029, the Kingdom is shaking up Spanish football.?Riyadh Season now joins an impressive line-up of LaLiga sponsors, including EA Sports, Puma, and DAZN, showcasing Saudi Arabia's growing influence in European football.
ASAHI SPONSORSHIP EXTENSION X RUGBY WORLD CUP
Asahi Super Dry has extended its partnership as the Official Beer and Principal Partner of the Rugby World Cup until 2029. This includes upcoming tournaments like the Women’s Rugby World Cup in England (2025) and Australia (2029), as well as the Men’s Rugby World Cup in Australia (2027). Following their successful run at RWC 2023 in France, where they served five million pints, Asahi is set to continue enhancing the fan experience globally.
Asahi Super Dry plans to leverage its exclusive rights with multi-channel marketing campaigns aimed at reimagining beer, rugby, and culture. They’ll also be the presenting partner for the Official Rugby World Cup Podcast, offering exclusive behind-the-scenes content.
The partnership marks Asahi's commitment to growing both men’s and women’s rugby, supporting World Rugby’s mission to expand audience share, particularly for the women’s game, projected to grow by 70% by 2033.
Screens to Shirts - DAZN Makes Its Mark in Spain
UK-based streaming giant DAZN has ventured to Spain for a sponsorship deal with Spanish club UD Almeria. The DAZN logo will be front and centre on the men’s and women’s team kits for the 2024/25 season, with additional visibility around the Power Horse Stadium. This move signals DAZN’s leap into shirt sponsorship, pairing with LaLiga 2’s rising club. Interesting timing, too, as reports surface of Saudi Arabia’s public investment fund eyeing a $1bn stake in DAZN, potentially strengthening ties with UD Almeria’s Saudi owner, Turki Al-Sheikh.