7 July 2020 - 4:47 PM


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.”

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

  • 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.

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