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  • 2024 ESA Awards
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American Express Shirt Buy-Back with BHAFC and Hope&Glory

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.

EDITORIAL USE ONLY (Left to right) Brighton and Hove Albion players, Steven Alzate, Maisie Symonds, Victoria Williams and Enock Mwepu launch the American Express Shirt Buy-Back initiative, which will reward 250 loyal fans who return a shirt from the past ten years with a brand new one from the 2022/23 season, Brighton. Issue date: Monday May 9, 2022. PA Photo. American Express is celebrating 10 seasons of support for Brighton and Hove Albion with this limited-run initiative, which runs from May 23, the day after Albion’s last game of the season against West Ham, until May 29. Vouchers are limited to one per person, and shirts brought in for exchange need to be in wearable condition. Photo credit should read: Matt Alexander/PA Wire
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