Premier League newcomer Huddersfield Town is hoping to capture the attention of a three billion strong global football fanbase as it embarks on its first season in the top flight for 45 years.
Since gaining promotion to the Premier League in May following a dramatic play-off final victory at Wembley, the West Yorkshire club has worked on strengthening its brand identity.
This includes collaborating with long-term sponsor Leeds-based marketing agency Fantastic Media, on a revamped brand identity that taps into the club’s successful #TerrierSpirit social media campaign which characterised its previous Championship season.
“We did a soft launch by bringing the new branding through on our corporate literature and on social media, and the reaction from the fanbase has been incredible,” explains Huddersfield Town commercial director, Sean Jarvis.
“We felt it reflected all those elements of coming into the Premier League. We’ve created this focus as a determined Yorkshire terrier who is, as head coach David Wagner says, a smaller dog, but it will battle and fight.”
Jarvis sees real opportunities for Huddersfield Town to tap into the Premier League’s international fanbase by promoting a recognisable club identity and engaging with high profile global sponsors.
I make no bones about it, it is going to be very difficult because there are some very long established brands in there.
Sean Jarvis, Huddersfield Town
In June, the club signed a £3m multi-year shirt sponsorship deal with OPE, which will see the Asian online betting company’s logo appear on the home and away kits, pitchside LED and other branding around the John Smith’s Stadium.
In a bid to build the brand in Asia Pacific the club has also signed a partnership with Leisu Sports, the second biggest football social media platform in China, which will become Huddersfield Town’s official Asian media partner.
“After we were promoted we knew there would be a tsunami of interest in the club, so it was always a fine balance between retaining the interest of the people who had stood shoulder to shoulder with…