As a long-term sponsor of Brighton & Hove Albion FC (BHAFC) and a backer of the local community, American Express sought a way to celebrate its 10 seasons of support for the Club, activating around the final game of the season in a way that would directly engage fans – including both existing and prospective Cardmembers – and cause an uplift in brand consideration.
The American Express Shirt Buy-Back put Brighton’s long-standing fans at the heart of the story, by giving them the chance to get a new season BHAFC shirt for free in return for a shirt from the previous 10 seasons. Thanks to American Express, fans got a coveted Club asset for free, resulting in a positive boost for the brand on social and in editorial media.
The cost-effective campaign used several assets at American Express’ disposal as a long-time sponsor of the Club; not just free shirts, but also several owned assets activated on the final game matchday, including the programme, screens and even the half-time pitch interview.
The story reached over 30 million people, generated 49 positive press articles, and resulted in an 18% increase in brand consideration amongst non-Cardmembers following the campaign. It was a cost-effective way of hitting objectives and has demonstrated the art of the possible when it comes to activating a commercial sponsorship in an editorial space.