How to Activate a Sponsorship using Twitter – adidas & Wrexham FC

One of the issues many brands face is how to activate sponsorship deals, and this becomes even harder when it comes to those involving ‘smaller teams’.  adidas are one of those mega-brands who have many kit sponsorship deals both here in the UK and abroad.

So when one of these teams reaches a cup final, ableit the FA Trophy Final – a competition which is run for non-league teams in England (and English affiliated Welsh clubs) – it is something worth covering and hopefully celebrating.  The adidas team in question was Wrexham Town who currently sit 3rd in the Blue Square Bet Premier, battling for promotion back to the Football League.

Usually this would float under the radar and there may be a congratulatory message on Facebook or an advert in the local paper.  But not this year.  The UK team worked with the club to gain unprecedented access to the squad as they prepared for their big day out at Wembley.

To show how #allin the brand is they brought fans insights to how the day unfolded through quick updates with some lovely pictures attached to them.  Usually you would expect to see some phone pics being used, but it was nice to see this not being the case here.  All the pictures are really high quality and give something extra to the fan.

I’ve taken some screen grabs from the weekends action to give you a flavour of how it unfolded.  Well done to the adidas UK team on both the quality of the updates and for highlighting to their almost 200k followers their affiliation to one of the forgotten clubs of football in the UK.

Its been a great year for Welsh teams with Wrexham in the FA Trophy and of course Swansea winning the Capital One Cup, both firsts for Welsh football.  And both adidas teams….coincidence?!


Wrexham FA Trophy

Wrexham FA Trophy


Wrexham FA Trophy


Wrexham FA Trophy


Wrexham FA Trophy


Wrexham FA Trophy


Wrexham FA Trophy



About author

Daniel McLaren
Daniel McLaren 631 posts

Dan launched Digital Sport back in 2010 as one of the first social media & sport blogs and is Founder & Managing Director of social video agency CASTdigital. Connect with me on LinkedIn or Twitter (@danielmclaren)

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