Introducing the title partner on social media
Announcing a title partner is where two expectations collide. The partner wants visibility, the fans do not want an advert. Done badly, it damages both.
The brief
- Introduce a new title partner to the fan community.
- Meet commitments to the partner without the message feeling like paid filler.
The solution
- The partnership was introduced as part of the club’s story rather than as a standalone announcement.
- The visual treatment was tied to the existing club identity so the partner fitted the environment.
- Content was produced in formats native to each network, not as one cropped visual.
The outcome
- An announcement the community accepted without pushback against commercial messaging.
- A template reusable for introducing further partners.