Sport behind closed doors

Empty seats in a stadium

On 17th June, after a three-month pause, football returned to the UK. The Premier League could resume but only behind closed doors, with the fans eagerly watching their favourite teams on TV. With so much advertising revenue associated with live sport, how do brands adapt to the new normal?

In this week’s internet picks we’re looking at the return of professional sport after lockdown and asking what role this new way of watching live sport can play in bringing brands to fans in some pretty unique ways.

Defying the odds

Southampton Football Club has revealed their brand-new kits for the 2020/21 season. To celebrate the new release, Southampton FC has also released an arcade-style video game, allowing users to take players on a journey through its 135-year history, ending in an unlocking of the new home kit and mark the milestone year. Called ‘Defying the Odds since 1885’, the video game has three levels for fans to complete, with each level unlocking a different part of the new home kit. Southampton said that the goal of the game, which was produced by ‘Tech Company of the Year’, UNIT9, is simple: “dribble your way through history collecting as many points as possible by picking up various objects, avoiding obstacles and ‘defying the odds’ along the way.”

Premier League seat covers

With the return of football happening without fans being able to watch from the stands, the Premier League have announced that all 20 of the PL stadiums will have their lower tiers of seating covered in giant wraps. The coverings are banners wrapped over seats to create a canvas for messaging. The stadium wraps will be designed by each club, including sponsor branding, club messaging and giant mosaics and Premier League said they aim to improve the environment both visually and acoustically, as well as creating consistency across the tournament. CSM Sport and Entertainment are the company behind the seat dressing programme for the restart of the 2019/2020 season and has been planning, producing and installing large-scale seat covering across the seats in question.

Discover more on the European Sponsorship Association website

Get ready for post-lockdown live events

With a return of live sport, there comes a discussion on a solution that could help post-lockdown events meet the hygiene standards that are now required. Disinfect Group, which was established during the pandemic, offers weatherproof pop-up hygiene units that can be built directly into entrances to ensure use by every visitor. The units were built on a three-step process that should reduce the risk of spreading coronavirus by implementing the WHO advice to “clean your hands regularly”. They also have temperature-checking facilities to identify anyone with a potential fever, plus dry mist, which is a mild disinfectant.

Find out more about pop-up hygiene units on the Campaign website

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