2023/24 saw Sela become front-of-shirt sponsor to Newcastle United, giving the Sela brand a global spotlight to prove its live event capabilities and showcase its business to new audiences.
To ensure NUFC fans ended the season on a high and mark the first anniversary of its sponsorship, Sela wanted to create an event that demonstrated the deep cultural understanding and care for the fans and community that Sela has worked hard to build since it became front-of-shirt sponsor.
Sela staged an unforgettable cultural celebration for the city of Newcastle. This date was chosen as it marked the eve of the Blaydon Races, one of the most treasured events in the Geordie (local) calendar, as well as the first anniversary of the partnership between Sela and Newcastle United.
We Are One saw Sela use 3D projection mapping onto the iconic Baltic building, as well as giant water projection screens on the River Tyne. These choices were not only about scale, but also about placing Sela and Newcastle United at the heart of the city, making the event as accessible as possible.
Despite being an event steeped in local culture, editorial media coverage was generated in 34 countries and territories. The event became a major talking point for fans, generating significant positive sentiment for Sela across the UK and on social media.
Sela was able to play this attention back to a B2B and stakeholder audience to showcase Sela’s capabilities as a provider of live events and experiences they can work with.
