AFC Ajax partners with Dugout to expand global reach

Dutch Eredivisie club joins 95 of the world’s top clubs, national football federations and leagues as part of Dugout’s global community to deliver exciting football content direct to fans

London, UK – 19 December 2019: Global media platform Dugout has announced a new partnership with top Dutch football club AFC Ajax that will grow the club’s global fan base and expand its reach internationally. Ajax is the latest big-name club to join Dugout’s growing global community, which now includes 96 of the world’s biggest clubs, federations and leagues.

With 34 Eredivisie titles, 19 KNVB Cups and a slew of international trophies, Ajax is the Netherlands’ most successful football club. In addition to four European Cup / Champions League titles – including three consecutive titles from 1971 to 1973 – Ajax has won one European Cup Winners’ Cup; one UEFA Cup; two UEFA Super Cups and two Intercontinental Cups over the course of its 119 year history.



Ajax’s signing comes at a time of rapid growth for Dugout, which is the only media company owned by the world’s top football clubs, whose founding members include Barcelona, Real Madrid, Paris Saint-Germain, A.C. Milan, Liverpool, Manchester City, Arsenal, Chelsea, Bayern Munich and Juventus The new partnership will ensure Ajax can better engage existing fans and reach new audiences through high-quality, original and exclusive football content delivered directly to fans worldwide via Dugout and its global network of premium publishers.

Dugout Co-Founder and Chairman, Elliot Richardson, said:

 “We are delighted to partner with Dutch champions Ajax – one of the most prestigious and highly regarded clubs in the world. This partnership will ensure fans across the globe will have direct access to great Ajax content, both on and off the pitch, enabling the club to develop an even deeper connection with its audience, while expanding its global reach. 

Ajax is a fantastic addition to the Dugout family and an important component of our ongoing strategy built on a unique collaborative approach. Dugout is proud to partner with 96 member clubs, federations and leagues and work with a global network of 75 premium publishers delivering content to over 60 million users a month. We remain on track to become one of the largest football content providers in the world.”  

AFC Ajax Chief Commercial Officer, Menno Geelen, said:

Dugout has been running an exciting business for years, expanding in terms of club partnerships and publishing partners. Therefore, we are excited to partner with them, as this fits perfectly in our increasing focus, to develop a strong international partnership proposition and grow internationally. Dugout is the perfect partner to help us fulfil this ambition.

About Dugout

Dugout is the first and only time the world’s biggest football clubs have joined forces to support a new business. Since launching with Barcelona, Real Madrid, Paris Saint-Germain, A.C. Milan, Liverpool, Manchester City, Arsenal, Chelsea, Bayern Munich and Juventus, there are now 96 clubs, National Football Federations and Leagues in partnership with Dugout. 

Dugout offers exclusive football video content from its member clubs through a central library of more than 50,000 videos direct to fans on Dugout.com and via its global network of premium publishers. Each member club and player have a dedicated Dugout profile to upload content and interact with fans creating a personalised experience based on the clubs and players they follow. 

Dugout’s network of leading publishers from around the world, are supported by Dugout to strengthen their ability to drive deeply engaging content, user experience and provide the highest level of service to their audiences with not only static images but dynamic, relevant video content. Dugout produces over 4,500 videos a month across three key content streams – Newsworthy, Stand Alone and Evergreen; all of Dugout’s content is available to certified publishers through its embeddable media platform.

Similarly, Dugout works with media agencies, creative agencies and brands to deliver content-rich opportunities for activation campaigns, product launches, experiential marketing and events. 

Dugout.com launched in November 2016, followed by the app in March 2017. Dugout’s quality content is also available on Amazon Fire TV, Apple TV, as well as via certified global publisher partners.

Visit Dugout.com and Dugoutworldwide.com (corporate site) for more information and download the app here: dugout.com/download-app

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For media enquiries or more information contact:

Amelia Fisher-Starzynski
Vero Communications
Afisher-Starzynski@verocom.co.uk
Ph. +44 (0) 7557 418 187

The Independent and Dugout: Increasing Audience Engagement Using Contextually Relevant Video

Why did you choose Dugout?

Because Dugout is owned by, and has partnered with, some of the world’s biggest football clubs, the team has direct access to exclusive and rights approved video content. This includes current events and archive footage, allowing our journalists to easily find additional engaging content to complement our editorial and enhance our readers’ overall experience. 

Dugout is providing us with some of the very best video content in the business. The quality of the product and the ease of its use on a daily, hourly and even minute-by-minute basis have enabled us to successfully extend our sports video output.

Ben Burrows, Sports Editor, The Independent

What has been your experience to date of working with Dugout?

To date, we are very pleased with our partnership with Dugout, with the ambition, passion and enthusiasm around quality football content matching our own.

“Both Dugout and The Independent team are focused on delivering the best quality content and user experience to their audience. By matching great editorial with our bespoke football video content, we are proud to achieve exceptional results for both publishers and advertisers.”
Sebastian Gray, Senior Vice President, Dugout. 

The team has been working closely with our editorial experts around key fixtures, news and events, as well as helping craft ideas for new content and coverage. This will ensure that even more of our best-in-class sports coverage is coupled with the highest quality video content available.

From day one, Dugout have been a fantastic partner to work with. They have a real understanding of the challenges a busy sports desk in a large publisher has and the quality of their video content speaks for itself. 

Matt Brewer, Digital Partnerships , The Independent

The team has also quickly grasped our wider content strategy and this is reflected in some of the impressive engagement and completion rates we’ve seen across our sports video pages.

How do you see the relationship with Dugout evolving?
We have some exciting and ambitious plans in and outside the UK, especially in the US where we already have a very large and engaged base of readers. Partners like Dugout will help us build additional new and exciting content for our readers around the world.

We are extremely excited about the editorial and commercial opportunities that this partnership will continue to yield moving forward

Matt Brewer, Digital Partnerships , The Independent

Football giant Inter Milan (FC Internazionale) drives fan engagement growth with Dugout’s unique video content

Collaboration has enabled Serie A club to expand global fanbase by delivering high quality video content – with views increasing by 142% .

London, UK – 4th December 2019:

A partnership between Inter Milan (FC Internazionale)and leading global digital media company Dugout has allowed the football club to better engage with both new and existing fans, and increase its global footprint.

The long-term collaboration has provided the Serie A giants with unique and engaging video content, bringing fans closer to the club and its players. It has also enabled the Italian sporting legends to reach a wider audience through Dugout’s global network of premium publishers.

Dugout is co-owned by 10 of the world’s biggest football clubs, while partnering with 95 others, and has unrivalled access to an extensive global network of brands, clubs, advertisers, and publishers. The company develops on-brand video content received direct from the clubs and ensures it appears in contextually relevant environments to boost reader engagement and dwell time.

Since working with Dugout, Inter Milan (FC Internazionale) has had full transparency and control over its exclusive content, allowing it to leverage both real-time and archived footage to engage fans through the right platforms. The club can also access Dugout’s data to achieve access to deeper insights, furthering its understanding of who fans are and which content resonates best with them.

The partnership has enabled Inter Milan (FC Internazionale) to:

  • Increase its video views by 142% – from seven million to 17 million within a three month period
  • Increase its global footprint and attract new fans
  • Increase levels of fan engagement and unique visits to its own website

“Partnering with Dugout has given us an amazing opportunity to reach a wider global audience and truly understand our fanbase,” commented Luigi Ecuba, Media Content Director, FC Internazionale. “It’s exciting to work with a team that is passionate about football content and understands our brand guidelines, business model, and our need for full transparency. We look forward to continuing our work with Dugout to offer fans unique and interesting stories about our players and the club.”

Sebastian Gray, SVP at Dugout said: “We have a long-standing partnership with Inter Milan (FC Internazionale), and we are thrilled that the creation and delivery of our content is able to drive success for the club when it comes to reaching a globally-relevant audience, along with increasing fan engagement.”

Read the full case study.


About Dugout

Dugout is digital media company co-owned by the world’s biggest football clubs.

Launched in 2016, Dugout’s mission was to combine the huge demand for high quality, original video content and the global popularity of football. We have brought together the biggest names in football in one shared enterprise, and are proud to be a truly iconic company that inspires fans and brands in over 238 countries.

Our online library is home to over 40,000 exclusive, brand safe videos featuring content from 95 of the world’s leading football clubs. This exclusive content is enjoyed by millions of football fans around the world – on Dugout’s own platform dugout.com, iOS, Android apps and via our network of premium global publishers.

www.dugoutworldwide.com

FC Internazionale Milano Case Study: A Global Strategy to Drive Fan Engagement and Acquisition

London, UK – 3rd December 2019:

Find out from Luigi Ecuba, Media Content Director, FC Internazionale about their global strategy to drive fan engagement.

What problems/challenges were you trying to solve?

In recent years the motives and behaviour of our fan base has shifted. The key drivers for this are: advancements in technology, how content is now consumed and changes to the way people are choosing to spend their leisure time. It is vital that we adapt and look for the most effective ways we can attract and keep a passionate dedicated fanbase.

We wanted to partner with a reputable company which understood our business model and our fans needs and behaviour. Our aim is to always be present, informative and entertaining to our existing and potential fanbase, to ensure they always remain highly engaged and loyal.

Dugout has an excellent reputation in market of creating unique quality content using exclusive footage.

What solutions did you consider?

Our focus has always been to be where the fans are. Social media is one channel which enables us to reach our audience, join in the conversation and strengthen relationships. However, over the years we have seen levels of fan engagement slowly decline due to increased competition from other sports content providers.

We have always been open to considering other options such as advertising on third party sites to see how we could increase our level of fan engagement and global reach. However, due to the nature of our media relationships in Italy, we deliberately chose third party sites which were based in other region.

There were several factors we took into consideration when choosing which partner to work with. Firstly, whether we trusted their ability to create content which adhered to our brand and content guidelines. Secondly, that our content only appeared in contextually relevant and brand safe environments. Working with a partner which met these needs and who are fully transparent is imperative to us.

Our aim is to always be present, informative and entertaining to our existing and potential fanbase.

What risks did you consider?

Firstly, not losing control of our content. It is vital that we know where our content is distributed and who is viewing it. Secondly, our content reaching markets where we had never been present before. Internally we were concerned about our lack of understanding and experience in new and unknown territories. 

Why did you choose Dugout?

Dugout is completely unique in that it is co-owned by 10 of the world’s biggest football clubs. They also partner with 94 clubs around the world and have an excellent reputation in market for creating unique quality content using exclusive footage. They present an opportunity for us to engage new and existing fans with our own content both real-time and archived (something which we have never done before). Dugout has built a global network of premium publishers which we feel compliments our brand and enables us to reach our fanbase in a safe, controlled environment.

Thanks to Dugout our content now reaches a wider global audience.

What has been your experience to date of working with Dugout? 

We are very pleased with our partnership. The team at Dugout are very passionate about football and content. They understand our internal needs as a business and also the needs of our fans. Their editorial team does a very good job developing our footage to create engaging, good quality, relevant content which meets our club’s high standards. Thanks to Dugout our content now reaches a wider global audience. 

What has been the impact to your business since working with Dugout?

  • Our global footprint has increased
  • We have gained better insights into who are fans are and how they want to engage with us
  • Attracted new fans
  • Increased levels of fan engagement and unique visits to our own website


How do you see the relationship with Dugout evolving?

We’ll continue to share and develop unique and engaging content with Dugout in order to present our fans based in key markets with interesting stories about our club and the players. We will always try to find appropriate space for Dugout’s content within our social ecosystem which is made up of 13 social media channels.


About Dugout

Dugout is the first and only time the world’s biggest football clubs have joined forces to support a new business. Since launching with Barcelona, A.C. Milan, Real Madrid, Paris Saint-Germain, Liverpool, Manchester City, Arsenal, Chelsea, Bayern Munich and Juventus, there are now over 95 clubs, National Football Federations and Leagues in partnership with Dugout.

Dugout offers exclusive football video content from its member clubs through a central library of more than 40,000 videos direct to fans on Dugout.com and via its Embed network of certified publishers. Each member club and player have a dedicated Dugout profile to upload content and interact with fans creating a personalised experience based on the clubs and players they follow.

Dugout’s Embed network of leading publishers from around the world, are supported by Dugout to strengthen their ability to drive deeply engaging content, user experience and provide the highest level of service to their audiences with not only static images but dynamic, relevant video content. Dugout produces over 4,500 videos a month across three key content streams – Newsworthy, Stand Alone and Evergreen; all of Dugout’s content is available to certified publishers through its embeddable media platform.

Similarly, Dugout works with media agencies, creative agencies and brands to deliver content-rich opportunities for activation campaigns, product launches, experiential marketing and events. 

Dugout.com launched in November 2016, followed by the app in March 2017. Dugout’s quality content is also available on Amazon Fire TV, Apple TV, as well as via certified global publisher partners.

Derby County partners with Dugout to expand global reach

London, UK – 28th November 2019:

The club joins 94 of the world’s top clubs, national football federations and leagues as part of Dugout’s global community to deliver exciting football content direct to fans.

Global media company Dugout has announced a new partnership with EFL Sky Bet Championship football club Derby County. The partnership will grow the club’s global fan base and support their expansion into new international territories. Derby County is the latest club to join Dugout’s growing global community, which now includes 95 of the world’s biggest clubs, leagues and federations.



Derby County Football Club,  founded in 1884,  are one of the 12 founder members of the Football League. The Rams have spent all but four seasons in the top two divisions of English football, won the FA Cup in 1946 and have been English champions on two occasions, in 1972 and 1975. Under  charismatic manager Brian Clough, the club also reached the semi-finals of the European Cup in 1973. More recently, the Rams have reached the Championship’s end of season play-offs four times in the last six seasons, as they continue to push for a return to the English Premier League. They are now managed by former Barcelona and Netherlands midfielder Phillip Cocu and will welcome England and Manchester United’s record goal scorer Wayne Rooney as a player in January 2020.

Derby County’s signing comes at a time of rapid growth for Dugout, which is the only media company owned by the world’s top football clubs, and whose founding members include Barcelona, Real Madrid, Paris Saint-Germain, A.C. Milan, Liverpool, Manchester City, Arsenal, Chelsea, Bayern Munich and Juventus. The new partnership will ensure Derby County can better engage existing fans and reach new audiences through high-quality, original and exclusive football content delivered directly to fans worldwide via Dugout.com and its global network of premium publishers.



Dugout Co-Founder and Chairman, Elliot Richardson, said:

“We are delighted to partner with Derby County – one of the most historic clubs in English football. This partnership will ensure fans across the globe will have direct access to great Derby County content, both on and off the pitch, enabling the club to develop an even deeper connection with its audience, while expanding its global reach.

“Derby County is a fantastic addition to the Dugout family and an important component of our ongoing strategy built on a uniquely collaborative approach. Dugout is proud to have 95 member clubs, federations and leagues along with over 63 certified publishers delivering 60 million monthly users and 262 million monthly video views via a library of over 40,000 videos, and we remain on track to become one of the largest football content providers in the world.”  

Derby County Chief Commercial Officer, David Biggar, said:

“Football, and indeed the business of football, is continually evolving and expanding into new markets and whilst Derby County boast an enviable following domestically, Dugout will help us expand to ‘get into the game’ globally, both commercially and in increasing our fanbase.

“With the highly-respected Phillip Cocu taking over the managerial reins from Frank Lampard ahead of this season and the arrival this month of Wayne Rooney, England’s four-time Player of the Year and undoubtedly the highest profile player o play in the EFL Sky Bet Championship, we have that global story to tell, and we are delighted to be partnering with Dugout in order to help tell it.”


About Dugout

Dugout is the first and only time the world’s biggest football clubs have joined forces to support a new business. Since launching with Barcelona, A.C. Milan, Real Madrid, Paris Saint-Germain, Liverpool, Manchester City, Arsenal, Chelsea, Bayern Munich and Juventus, there are now over 95 clubs, National Football Federations and Leagues in partnership with Dugout.

Dugout offers exclusive football video content from its member clubs through a central library of more than 40,000 videos direct to fans on Dugout.com and via its Embed network of certified publishers. Each member club and player have a dedicated Dugout profile to upload content and interact with fans creating a personalised experience based on the clubs and players they follow.

Dugout’s Embed network of leading publishers from around the world, are supported by Dugout to strengthen their ability to drive deeply engaging content, user experience and provide the highest level of service to their audiences with not only static images but dynamic, relevant video content. Dugout produces over 4,500 videos a month across three key content streams – Newsworthy, Stand Alone and Evergreen; all of Dugout’s content is available to certified publishers through its embeddable media platform.

Similarly, Dugout works with media agencies, creative agencies and brands to deliver content-rich opportunities for activation campaigns, product launches, experiential marketing and events. 

Dugout.com launched in November 2016, followed by the app in March 2017. Dugout’s quality content is also available on Amazon Fire TV, Apple TV, as well as via certified global publisher partners.

AIA appoints Dugout to increase viewership of content created with Tottenham Hotspur FC

London, UK – 29th October 2019:

AIA Group Limited – the largest independent publicly listed pan-Asian life insurance group and Global Principal Partner of Tottenham Hotspur Football Club – has appointed global media platform Dugout to conduct an international marketing campaign and help maximise the impact of its football activity across social media in Asia.

The two organisations will partner together to increase viewership of and engagement with the unique football related content that AIA produces in support of its goal to help millions of people around the Asia-Pacific region – aligned to their ‘Healthier, Longer, Better Lives’ campaign. Content will be published on a dedicated AIA Dugout microsite where fans will be able to interact with exclusive features, videos, interviews and activations with players.



AIA Group Chief Marketing Officer, Stuart A. Spencer said:

“As the Global Principal Partner of Tottenham Hotspur, AIA is delighted to work with Dugout to create closer engagement with football fans across our markets. Authenticity is key to any successful sponsorship and Dugout has shown that this ethos has been at the heart of their platform and their success with clubs and fans over the past three years.

“We look forward to working closely with Tottenham and Dugout to develop and distribute authentic, appealing and unique content that engages and inspires the football community around the world while conveying AIA’s purpose to help people live healthier, longer, better, lives.”

Dugout President, Matthew Baxter, added: 

“Dugout is thrilled to announce this three-year partnership with AIA, a key partner of our member club, Tottenham Hotspur, and an important component of the club’s wider football family. By working directly with AIA, we can reach even more fans and audiences using original and exclusive content and exciting activations to strengthen fans’ connection with the club and the sport, while giving the brand an even greater share of voice.

“As Dugout’s 2019 Branded Football Content Futures Report revealed earlier this year, branded football content is emerging as the sport’s primary sponsorship activation tool, making this partnership extremely timely – we are excited to collaborate with AIA to create and deliver high-quality, innovative and compelling football content directly to fans.”



Notes to Editors

Images:

Please find attached three low-res images depicting AIA’s Healthier, Longer, Better Lives’ campaign with Tottenham Hotspur F.C. High resolution images available upon request.

Image 1 – Famous chef Jeremy Pang with Tottenham Hotspur Sports Scientist, Sam Pooley, and Jessica Naz, forward for Tottenham Hotspur Women in the FA Women’s Super League

Image 2 – Tottenham Hotspur and England midfielder Harry Winks and Chef Jeremy Pang

Image 3 – Tottenham Hotspur and England footballer Eric Dier and Chef Jeremy Pang

Dugout’s 2019 Branded Football Content Futures Report: https://www.dugoutworldwide.com/new-dugout-branded-content-report-unveiled-at-london-symposium/

About Dugout

Dugout is the first and only time the world’s biggest football clubs have joined forces to support a new business. Since launching with Barcelona, Real Madrid, Paris Saint-Germain, Liverpool, Manchester City, Arsenal, Chelsea, Bayern Munich and Juventus, there are now over 90 clubs, National Football Federations and Leagues in partnership with Dugout.

Dugout offers exclusive football video content from its member clubs through a central library of more than 40,000 videos direct to fans on Dugout.com and via its Embed network of certified publishers. Each member club and player have a dedicated Dugout profile to upload content and interact with fans creating a personalised experience based on the clubs and players they follow.

Dugout’s Embed network of leading publishers from around the world, are supported by Dugout to strengthen their ability to drive deeply engaging content, user experience and provide the highest level of service to their audiences with not only static images but dynamic, relevant video content. Dugout produces over 4,500 videos a month across three key content streams – Newsworthy, Stand Alone and Evergreen; all of Dugout’s content is available to certified publishers through its embeddable media platform.

Dugout.com launched in November 2016, followed by the app in March 2017. Dugout’s quality content is also available on Amazon Fire TV, Apple TV, as well as via certified global publisher partners. Visit Dugout.com and Dugoutworldwide.com (corporate site) for more information and download the app here: dugout.com/download-app

For media enquiries or more information contact:
Amelia Fisher-Starzynski
Vero Communications
Afisher-Starzynski@verocom.co.uk
Ph. +44 (0) 7557 418 187

New Dugout Branded Content Report Unveiled at London Symposium

London, UK – 27 June 2019: New research released today by Dugout, the world’s only football club-owned media company, reveals branded football content is emerging as the sport’s primary sponsorship activation tool.

More than half (56%) of senior marketers surveyed as part of the 2019 Branded Football Content Futures Report – a collaboration between Dugout and strategic foresight consultancy The Future Laboratory – are likely to invest in branded content. This compares to just 41% for traditional sponsorship activations such as perimeter signage or kit sponsorship.

The report additionally revealed that in the next two years more than a third of marketing, media and sponsorship budgets will be dedicated to content. In 2018, 31% (£15.5bn) of a total global sport sponsorship annual spend of £50.1bn went towards branded content. This is predicted to rise to 33.4% by 2021, and with further growth forecast in the sports sponsorship market, this means an additional £1.5bn is likely to be spent on content annually. 30% of senior marketers believe that in the future, brands that do not invest in content will fail.

The 2019 Branded Football Content Futures Report was launched at Dugout’s 2nd International Commercial and Content Symposium in London today.

At the Symposium, Dugout also announced that, for the first time in its history, the platform surpassed 30 million monthly users and 127 million monthly video views – a landmark moment for the company and its community of clubs that is in line with the planned strategy for long-term, steady and sustainable global audience growth.

The Symposium brought together senior figures from many of the world’s leading clubs – including Dugout’s founding partners FC Barcelona, Real Madrid CF, Paris Saint-Germain FC, Liverpool FC, Manchester City FC, Arsenal FC, Chelsea FC, FC Bayern Munich and Juventus FC – as well as brands, agencies and publishers to discuss the report and look at ways to drive deeper fan engagement through a collaborative approach.

Dugout Executive Chairman, Elliot Richardson, said: “It was fantastic to welcome so many clubs and partners to our Commercial and Content Symposium in London today at such an exciting time for Dugout and the future of branded content. Dugout’s ongoing and sustainable growth is driven by our collaborative approach with brands, clubs and publishers using our unique club ownership model, which allows us to work in close partnership to create and deliver high-quality, original and compelling football content directly to fans.

“What the 2019 Branded Football Content Futures Report shows is that the modern fan is engaging with football content in new and exciting ways. Advances in technology and the rapidly evolving media and social media landscape have transformed the fan experience and the way brands engage their audiences through sport. In future, brands that fail to embrace content as a key driver of engagement will fall behind.”

Further key points from the 2019 Branded Football Content Futures Report:

  • 55% of fans are in favour of branded football content because it provides greater access to players and other stories, for example, behind-the-scenes at clubs.
  • 70% of fans said they were more likely to watch football content if it can be viewed across any device.
  • 69% of fans find footage from the past powerful .
  • 71% of fans are eager to learn the history of the club they follow
  • 30% of fans trust clubs more than other public institutions, such as governments (3%).

In addition, four leading cross-sector experts provided their thoughts in a series of in-depth interviews:

Chelsea FC Commercial Director, Chris Townsend OBE, added: “The activation of sponsorships is critical and brands have to work extremely hard to activate in their key territories. Content represents an effective way of achieving as much engagement with fans as possible, enabling brands to get real value out of their sponsorships.”

FC Bayern Munich Director of Media, Digital and Communication, Stefan Mennerich, added: “As video and visual content becomes more important in our world, it becomes more important for sponsors. The vast majority are now activating their sponsorships this way, tailoring content for different target groups.”

Dow Jones Head of Sport and Newscorp Global Head of Rights, Simon Greenberg, added: “Branded content is playing a much more important role than previously. It drives much higher value across the media landscape, and in particular, the football landscape.”

M&C Saatchi Sports and Entertainment Global CEO, Steve Martin, added: “Branded content is not going away, and it’s going to get bigger and bigger. The opportunity is considerable in the sporting world, and in football specifically.”


Download The Full 2019 Branded Football Content Futures Report Chapters One And Two Below:

Chapter One


Chapter Two

Kia Motors Appoints Dugout And Right Formula To Activate Uefa Europa League Partnership

Kia Motors Corporation has appointed Dugout and Right Formula on a long term deal to activate the brand’s UEFA Europa League partnership. Both organisations will work hand-in-hand with Kia in South Korea and Europe, as well as working alongside TEAM Marketing, UEFA’s exclusive marketing agency for club competitions; the UEFA Champions League, UEFA Europa League and UEFA Super Cup. 

Dugout’s unique position in the world of football (including unprecedented access to the top clubs and players) will give Kia a presence in the sport in a way that has never been seen before. Industry leading sports marketing agency Right Formula brings more than a decade’s experience and expertise in sponsorship strategy and activation for global brands across multiple sports. 



Activations and content for Kia will be created to drive the sponsorship and build a greater affinity with football fans on a global level to further increase awareness of the Kia brand. The UEFA Europa League sponsorship began with activations to recruit Official Match Ball Carriers for each fixture  whilst original content strands were launched to empower fans, including the UEFA Europa League Weekly magazine show, featuring player interviews, behind the scenes access, tips for UEFA Europa League Daily Fantasy and exclusive fan stories from across the competition.

This content is featured on The Kia Home of Football on the Dugout platform (view here), and is used across Kia’s Global markets. Dugout produce numerous exclusive episodes strategically devised to enhance the connection between Kia and UEFA Europa League fans. This content is supported with extensive promotion across Dugout’s social media channels as well as Kia’s channels worldwide. 

Right Formula have devised and managed a number of activation concepts, the latest of which is the inaugural UEFA Europa League Trophy Tour driven by Kia.



The Tour will give football fans across Europe the opportunity to see the iconic UEFA Europa League trophy as the competition’s 2018/19 knockout stage unfolds.

Throughout the duration of the UEFA Europa League Trophy Tour, fans and players of all ages will be encouraged to donate used and unwanted boots. In partnership with the UEFA Foundation for children, the boots will be taken to the Zaatari refugee camp in Jordan to be given to Syrian refugees of all ages.

Right Formula will manage the operation of the Tour from Geneva to this year’s UEFA Europa League Final in Baku, stopping in Seville, Berlin, London, Milan, Moscow and Paris in between. Content will be created and amplified by Dugout across the range of Kia and UEFA owned social media channels.



Kia Motors General Manager of Brand Promotion, Michael Choo, said: “As Kia’s premier sponsorship property for the European region, the UEFA Europa League is the perfect platform to create closer engagement with football fans across Europe and beyond, and we believe that authenticity lies at the core of any successful brand interaction with such passionate audiences.

Dugout and Right Formula possess unrivaled sports marketing expertise and strategic tie-ups with professional football clubs throughout Europe, as well as an infectious love for the game of football; and our close collaboration has resulted in creative, relevant and impactful content that is then amplified through Dugout, UEFA and Kia social channels. We look forward to working hand-in-hand with Dugout and Right Formula as we continue to surprise and empower football fans around the world.”

Dugout President, Matthew Baxter, commented: “We are absolutely delighted to announce this long-term partnership with Kia Motors especially at a time when brands involved in football sponsorship are constantly seeking new ways of strengthening the relationship and engagement amongst football fans.  

Through Dugout’s unprecedented access to our partner clubs, we have created Kia’s ‘Home of Football’ and filmed hours of exclusive behind the scenes content making this a truly ground breaking partnership.  

“As the fastest growing mainstream brand in its industry, Kia share our ambitions to have relationships with fans both on a local and global level which we know will establish the key foundations for a very special long-term relationship”.

Right Formula Founder and CEO, Robin Fenwick commented: “Right Formula are proud and thrilled to be working so closely with Kia Motors. We pride ourselves in helping our clients realise their objectives from the powerful partnerships they form and we are excited about helping Kia do just that. 

We specifically intend to help Kia strengthen their engagement with fans across Europe through strategic and creative activations that will help them stand out as a dynamic and young at heart brand. 

Together with Dugout we are hugely enthusiastic about harnessing the impressive UEFA Europa League platform in order to deliver strong business results for Kia.’’  


NOTES TO EDITORS

About Dugout

Dugout represents the first time the world’s biggest clubs have joined forces to support a new business. Since launching in November 2016, 86 clubs, National Football Federations and Leagues have all signed partnerships with the platform. 

Each club and player has a dedicated Dugout profile to upload content and interact with fans and Dugout users get a totally personalised experience based on the clubs and players they follow. 

Dugout works with its partners to create high-quality, original content, which includes videos from clubs that are exclusive to Dugout, lifestyle and personal updates from players, and original video series featuring ball skills and tricks from players that can’t be seen anywhere else.

Dugout.com launched in November 2016, followed by the app in March 2017.

About Right Formula

Right Formula are an award-winning strategic sports marketing agency. Founded in 2009, the business has assembled some of the finest talent in the industry to provide vast experience and unique insights in the world of sports and entertainment partnerships. Working closely with large, global brands such as Hilton, SAP, Pirelli, Sky Sports, Red Bull and Logitech, Right Formula devises and implements strategic activation that maximises the business results from their partnerships.