Overview

Looking to drive awareness around the world and position themselves alongside sector leaders, FBS, the online trading brand, worked with SportQuake to make an attention-grabbing move in the world’s most popular league, becoming shirt sponsor of 2021 FA Cup and Community Shield winners Leicester City.

The Challenge

FBS had grown quickly since launch in 2010, with over 17 million clients in 150+ countries. Having been encouraged by positive results from a football sponsorship test phase, the brand now wanted to step up to a bigger platform in the 2021/22 season in order to accelerate awareness, reach new audiences around the world and take their brand to the next level.

The Solution

Working across the entire football ecosystem – all rights holders, all inventory – SportQuake helped FBS to understand the marketplace, including competitor activity, and all shirt sponsorship opportunities available within it that would help the brand to achieve their key marketing goals.

Following an extensive analysis, SportQuake worked with FBS to develop a Premier League shirt sponsorship strategy with Leicester City for five key reasons:

  • Global brand awareness – FBS could drive awareness among the Premier League’s global 3.2bn annual audience via uniform branding at 38 games, as well as match day LED & interview backdrop coverage at all Leicester City home games.
  • Additional European exposure – As the Premier League’s leading challenger club, partnering with Leicester City would enable FBS to receive additional exposure in European competitions, starting with the Europa League (550m cumulative annual audience) in 2021/22.
  • Multi-channel media coverage – As shirt and training wear sponsor, FBS would accelerate brand exposure 24/7/365 via all online and offline club and Premier League coverage, including TV, digital, print and key related licensees, including EA Sports’ FIFA franchise & Fantasy Football.
  • Alignment with globally respected IP – By becoming the main sponsor of the Premier League’s leading challenger club , FBS would place their brand at the centre of the Premier League global narrative while also integrating Leicester’s well-known, loved and respected IP, including Jamie Vardy and Kasper Schmeichel, to elevate brand marketing efforts.
  • Social media reach – Leicester’s underdog heroics in winning the Premier League in 2015/16, in the famous story that captivated Premier League fans around the world, coupled with sustained success following that accolade, paid out big for the club in social following, with Leicester achieving the largest global social following outside of the top 6. FBS could leverage this to attract new users via online branded promotions, content threads and giveaways.

 

The Result

FBS announced the partnership with Leicester in August 2021, celebrating the progressive and innovative outlooks that define both brand and club.

The brand received a surge of exposure at the beginning of the 2021/22 season as Leicester beat reigning Premier League champions Manchester City to win the 2021 Community Shield. They utilised an extensive rights package to continue to drive awareness throughout the season, including:

Find Out More

To find out more about about FBS’s shirt sponsorship with Leicester City and wider football sponsorship activity in the online trading sector, contact Pat McColgan at [email protected].