Arsenal Football Club - Old Rivals. New Era
Challenge
To get Arsenal, and next-generation sports fans to attend the Arsenal Women’s North London Derby. A game that marked the first time Arsenal Women had played their local rivals in front of a home crowd at Emirates Stadium.
Idea
Designed a campaign to engage new audiences, crafting the hero line, ‘Old Rivals New Era’. Developed a fresh creative, executing a communications campaign across PR, influencer channels and OOH.
To support this, we hosted a series of exclusive media days with traditional sports media, introducing players to new titles across hype, trend and lifestyle publications. By targeting cultural influencers and football communities to promote the campaign on their social channels, we further engaged new audiences to attend the Women’s North London Derby.
Impact
- Record-breaking attendance
- Over 40 pieces of coverage – including features in The Face, Hunger, Hypebeast,Sky Sports and Copa90
- Engaged with unpaid talent across lifestyle, music, fashion and arts to support, promote and raise awareness of the game generating a combined reach of 4.3 million across Instagram and Twitter. Key talent names include Katy B,Amelia Dimoldenberg, Joy Crookes and Emerald Lewis. For some publications, it was the first time they’d ever covered a women’s football match.
We help brands to play meaningfully in culture. By creating branded entertainment, experiences and activations that people want to spend time with, in the spaces that really matter to people. Because we believe in the power of culture to drive brand and business growth.
Our services and capabilities are delivered by an in-house team across six divisions – Sponsorship, Partnerships, Content, Talent & Influencer, Social and Experiential all overlooked through a strategic lens enabling us to create and deliver truly 360, integrated campaigns whatever the brief.
Sponsorship
By aligning with the culture of Rights Holder Sponsorships, we ensure our partnerships resonate authentically with diverse audiences, leveraging shared values and interests to enhance brand visibility and engagement.
Partnerships
Our approach involves co-creating and embedding within cultural contexts across Media and Brand to Brand Partnerships, fostering meaningful collaborations that drive mutual growth and resonate deeply with target audiences.
Content
We specialise in crafting compelling branded content that captivates and engages audiences, delivering impactful storytelling that enhances brand presence and fosters meaningful connections.
Talent & Influencer
Collaborating closely with tastemakers and influencers, we curate authentic experiences that resonate with audiences, leveraging their influence to amplify brand messaging and drive engagement.
Social
Actively participating in the online cultural conversation, we integrate seamlessly into social platforms to drive conversations, build communities, and elevate brand awareness through relevant and engaging content.
Experiential
Our expertise lies in creating immersive brand experiences that leave a lasting impression, connecting consumers with brands on a deeper level through interactive and memorable encounters.
Our work has been recognised at some of the most highly regarded awards shows in our industry, including: The Football Business Awards, Creative Circle, The Sports Business Awards and The Campaign Experience Awards.
Check us out here or see what we're up to by following @HavasPlayUK on Instagram LinkedIn.
If you'd like to know more about working with us, or for us, then feel free to reach out to Charlie at charlie.piggott@havasplay.com.
