The EE Wembley Cup with Spencer FC to return

One of the best collaborations between a brand and a football YouTuber is back for a second season. Spencer Owen – better known as Spencer FC – has over 1.5m subscribers on the platform, and EE are working with him once again as part of their sponsorship of Wembley stadium.

Last year’s series was a superb example of how a brand should work with social media influencers.

Why did it work so well?

  • It was hosted on Spence’s own YouTube channel, not that of the brand
  • The videos are genuinely interesting and fun to watch
  • They get the fan really involved
  • It brings together a large number of YouTubers in an ‘authentic’ way and taps into their audiences as well, meaning the reach for each show is immense.

The original series brought together agencies such as Poke and MEC to work alongside both parties and deliver the campaign. Their goals were to raise awareness of the brand partnership (EE and Wembley) and a general increase in brand awareness and consideration.

The results? An 8% rise in brand consideration, 27% uplift in Wembley partnership awareness, a 6.5% in brand awareness and it drew in more viewers than the UCL Champions League final.

You can watch more about how the partnership came together and how they worked with each other to make it such as success here;

This time the campaign has changed slightly. The aim is to promote BT Sport’s mobile offering being made available for free to all EE customers for 6 months. There are also a number of new famous faces with Robbie Fowler and Robert Pires amongst those involved through partnerships with EA Sports and XBox.

If you want to watch the final on 2nd September then you can get your hands on one of the 30,000 tickets for £15.

About author

Daniel McLaren
Daniel McLaren 820 posts

Dan is the Founder & CEO of Digital Sport. Can be found at sports industry events and heard every week on the Digital Sport Insider podcast. @DanielMcLaren

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