Overview

Stake, the crypto gaming company, worked with SportQuake to plan and buy their Premier League launch campaign, becoming shirt sponsor of Watford in summer 2021.

The Challenge

Having amassed over half a million users since launch in 2017, Stake had risen to the top of the crypto gaming world. Encouraged by positive results from a brand ambassador test phase, the brand now wanted to make a major move that would accelerate brand awareness worldwide and help them to consolidate their dominant position in the sector.

The Solution

Working across the entire football ecosystem – all rights holders, all inventory – SportQuake helped Stake 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 Stake to develop a Premier League shirt sponsorship with Watford for four key reasons:

  • Global brand awareness – The Premier League is the most popular league in the world, 2X larger than its nearest competitor. Stake 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 Watford home games.
  • Premium Premier League IP – By becoming the front of shirt sponsor of one of the 20 Premier League clubs, Stake would place their brand at the centre of the Premier League narrative around the world.
  • Brand alignment – Watford were the Premier League’s ‘crypto club’, following previous innovative ‘first-mover’ activations in the space. Stake could take this to the next level via numerous crypto-themed initiatives, including a headline-grabbing move as the first brand to pay for their Premier League shirt sponsorship in cryptocurrency and by promoting the iconic dogecoin logo on the sleeve of all Watford playing kit.
  • Multi-channel media coverage – As shirt and training wear sponsor, Stake 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, such as EA Sports’ FIFA franchise and Fantasy Football.

The Result

Stake became Watford shirt sponsor as the club returned to the Premier League in the 2021/22 season, marking the announcement with a 10 million dogecoin giveaway.

Committed to becoming a key part of the Watford fan community, Stake announced multiple activations with local supporters groups in the first year of the partnership. Firstly, the brand joined with Watford’s 1881 Movement, providing new flags and banners to elevate the home match day experience. Stake followed this by collaborating with Proud Hornets to support the club’s Rainbow Laces inclusivity campaign.

The brand used their extensive rights package to drive global awareness throughout the season, including:

Following the success of the sponsorship, Stake grew their sponsorship strategy by signing Premier League legend Sergio Aguero as their Global Brand Ambassador in a long-term deal.

Find Out More

To find out more about Stake’s shirt sponsorship with Watford and wider football sponsorship activity in the crypto sector, get in touch at [email protected]