Interview: “I think there’s going to be a lot more sponsors coming into the game on different packages”

7 July 2020

Photo: PA Images Chelsea became the first Premier League club to launch a new marketing proposition specifically designed to enable brands to collaborate with the club on what it described as “short-term tactical media campaigns.”

Dugout is seeing growing demand from clubs for help with short-term, digital-only marketing campaigns to complement top-tier sponsorship deals.

The trend is accelerating due to incumbent brands pausing their media spending during Covid-19 lockdowns, as clubs look for new commercial revenue streams.

 In the future, clubs may, for instance, strike deals worth £1 million with around 20 different sponsors for short-term campaigns every year, believes Elliot Richardson, Dugout’s founder and chairman.

His company is targeting 1 billion video views per month by the end of this year, and the innovative startup, co-owned by 10 of the world’s biggest football clubs, aims to help eliminate the £6 billion of leakage in football sponsorship.

Jonathan Dyson

Short-term marketing campaigns are set to become more commonplace in football over the next year or so as clubs look to find new ways of generating commercial revenue and adapt to brands’ changing demands, according to Elliot Richardson, founder and chairman of the digital media company Dugout.

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