- Leicester City and BetStars win the Best Brand Activation Award at this year’s Football Business Awards
- A season-long campaign of activation between LCFC and BetStars in 2016/17 was chosen ahead of Liverpool/Nivea and Manchester City/Betsafe
- The work saw Leicester City stars past and present take part in challenges in different sports throughout the season
- The campaign, delivered by Sportquake, was praised for delivering on all its objectives for the brand
The Football Club teamed up with its official betting partner during 2016/17 for a season-long campaign of activation centred on City’s current stars and legends taking on challenges in a variety of sports.
The results were a huge success and produced engaging content that helped the brand to new client acquisitions in its first year.
This was something recognised by the award, which saw the campaign chosen ahead of Liverpool’s activation with Nivea as well as Manchester City’s work with Betsafe.
With clear goals and a creative approach, the campaign saw all parties work seamlessly together on a host of fun encounters with sports such as hockey, snooker and rugby.
City first teamers and former stars were all on board for the challenges, which also included appearances from gold medallists and world champions across various disciplines.
Speaking at the Football Business Awards 2017, one judge commented: “This campaign had clear objectives for the brand and delivered on all of them.
"It showed good use of player appearances taking players out of their natural environment and creating engaging and enjoyable content. It was a very impressive entry.”
Leicester City’s Commercial Director Jonathan Gregory added: “We’re delighted to have our work with BetStars recognised at the Football Business Awards, particularly with the standard of competition from Liverpool and Manchester City.
"Ourselves, BetStars and Sportquake worked hard to make the season-long campaign a success and we were pleased not only with the reaction that the engagement received from supporters, but also that it delivered on targets for all parties involved.”