Deliveroo enter the ring with Matchroom Boxing

The Brief

In 2018, I approached Matchroom Boxing to discuss the food delivery opportunity, in and around Saturday Night Live Boxing on SKY Sports or Sky Box Office. It was felt that a largely male in home audience would gather together and order food in-time for the Big Fight.

The Process

Meetings were set up with a Pizza Delivery company and Deliveroo. The opportunity for event branding and venue activation was new territory, versus the traditional media buying of “spot times” during the regular commercial breaks. Boxing was entering a new golden age with the likes of AJ, Tyson Fury and Deontay Wilder as well as some exciting GB boxers, challenging for belts. On the basis that Deliveroo were considering brand partnerships and Matchroom were keen to explore the food delivery category, a 2 fight test was set up in Spring 2019. It was a chance for both the rights owner and brand to create a new experience for boxing fans, watching the show in the arena or at home. The main event was in Liverpool at the M&S Bank Arena and also a smaller “Next Gen” event in Cardiff was selected.

The Result

Deliveroo received significant visibility on the boxing ring floor and on the ropes. They also took over a VIP lounge whereby guests were encouraged to download the Deliveroo app and order food from selected restaurant partners. Outside the venue, Deliveroo had a food truck to acquire more new customers. An added bonus was to provide Deliveroo with post-fight access to the boxers within the dressing rooms and also at the media conference. This included the delivery of meals to the boxers and their team. Matchroom and Deliveroo both felt that the test had worked well enough for future discussions for future UK Saturday Night Boxing. Matchroom now has a case study for one of the most dynamic categories in terms of partnerships whilst Deliveroo had experienced another sport besides football that might provide them with a different option, going forward.

2020 is set to be another big year for boxing, so watch this space.

Chipotle teams up with London United (LDN UTD) E Sports

The Brief

LDN UTD is a “start up” and is now hosting events whereby young people can play in e sport competitions on the big titles and the winners can earn entry to national and international competitions that offer significant prize money. Chipotle, whilst a significant national quick service restaurant across the US is a small player in the UK, with 8 resturants in London. LDN UTD were looking for brand partners who shared their values of appeaing to a young audience and seen as “street” and offered the consumer a new expereince.

The Process

The co-owner of LDN UTD was introduced to the GM of Chiptle Europe to discuss a partnership for their new London event. The key ingredient was that Chipotle were looking for product trial and were able to provide a promotional mechanic to the attendees and followers of LDN UTD.

The Result

Three events were held in 2019 at 3 different locations. Chipotle received branding at the event and accreditation within the video content of the event. Visits to the Chipotle website and social media platforms significantly increased, leading to a voucher redemption level that demonstrated that there was a definite fit between the two parties. One of the grime artists that was involved is a vegan, that dovetailed nicely as Chipotle were promoting their new vegan range and were able to use the images, instore. More events are planned for 2020.

Deliveroo become an elite partner of Paris Saint Germain (PSG)

The Brief

France is the 2nd biggest market for Deliveroo and Paris is clearly the biggest city and has a reputation for both great food and wine and eating places. PSG are not only dominating French football and competing strongly in the Champions League but have established themselves as an innovative fashion brand that sets the trends, throughout France.

PSG’s Partnership lead agreed to meet Deliveroo’s General Manager of Europe in London to discuss Deliveroo’s ambitions and also in the knowledge that a major competitor to Deliveroo announced a major sponsorship with the French League for season 2019-20 that would include naming rights for season 2020-21.

The Process

The Result

Following an extensive pitch and immersion day at the PSG stadium, with Deliveroo’s retained global strategic consultancy, Octagon, discussions led to a multi-year partnership between PSG and Deliveroo. The Partnership went live in October 2019. The leading players, including Neymar JR, featured in the launch video with Deliveroo riders.

The plans for Deliveroo to deliver food in the stadium for 2020 are taking shape and a recent branded film was produced featuring a top French chef and the players preparing a meal.

View the launch video

Deliveroo become the official partner of the England Team and The Emirates FA Cup

The Brief

After Deliveroo “put their toes in the water” with a 1 year club partnership with Leeds United and then agreed a 2 fight test with Matchroom Boxing, they had a desire to acquire a major UK football property.

The Process

The FA were contacted at senior level and agreed to host a key decision maker to an England game at Wembley Stadium. Deliveroo were looking for a national property to mirror their ambitions to both increase brand visibility and help grow their distribution of restaurant partners and engage with local communities, especially outside London and the major English cities. The FA were able to demonstrate that a partnership with the national team and the premier domestic cup competition would both help Deliveroo capture the nation’s heart and also enables Deliveroo to engage with towns and cities at a local level. The multi-year partnership began in September 2019 and includes branding on the England Training Kit and Deliveroo will also be working with England talent to promote the association with exclusive content across traditional and digital media.

The Result

Deliveroo has hit the ground running in terms of activation. A TV ad was aired in Jan 2020 featuring players in both the England Men’s and Women’s team. The addition of Deliveroo to the FA’s commercial programme has been extremely well received by the coaching team, players and the FA’s partnership team as the brand has a natural fit for Football. With significant TV audiences of 5m plus on terrestrial and the gaining popularity of second screen viewing, Deliveroo is activating promotions and competitions, in and around live coverage of England matches and FA Cup ties. The 2019-20 FA Cup involves 735 clubs, throughout England and Wales, enabling Deliveroo to target new areas to acquire new restaurant customers.


View TV Commercial

Deliveroo becomes the official food delivery partner of Leeds United

The Brief

Deliveroo were highlighted by the LUFC exec board as another of the companies, alongside the likes of Uber to approach within the technology space with a view to discuss a commercial partnership with the club

The Process

After contacting the Commercial Director of Deliveroo, he was invited to a game and given a tour of the hospitality suites, food outlets and the kitchen facilities. Over a period of 3 months, both parties discussed how Deliveroo could enhance the matchday catering experience and also how LUFC could help Deliveroo obtain scale on a national level within their marketing strategy. Furthermore, a programme was developed to also increase Deliveroo restaurant partnerships within the greater Leeds area.

Deliveroo management visited the stadium to work with the in-house catering team on developing a matchday solution that would provide customers with the opportunity to select and pay for their matchday meals from some of heir favourite restaurants within 30 mins.

The Result

The partnership was launched prior to the start of the 2018-19 season. Deliveroo became the Official Delivery Partner of LUFC, This partnership also represented the first time Deliveroo had worked with any sports club in Europe to deliver food on match days within a corporate lounge. Customers were able to simply order a variety of meals from local restaurants via the Deliveroo app. The food was delivered by Deliveroo riders who were allocated a designated route and drop off point by the club on match days. Deliveroo also received branding on the LED system, media backdrop and a host of physical and online rights to promote to the fanbase across LUTV, the LUFC app and social media platforms.

Renewal
Following a year 1 review, the partnership was upweighted to include the Deliveroo logo being on the sleeve of the LUFC Training Kit and additional digital assets.

Uber becomes the official rideshare and transportation partner of Leeds United

The Brief

Under new ownership, Leeds United FC wished to be first to market for partnerships with technology brands that could enhance the fan experience. I was appointed as a commercial consultant to get in front of a targeted list of brands By the Executive Board

The Process

After successfully reaching out to Uber, the club vision was shared with them in their London office. Uber were excited by the potential to work with a forward thinking club to form a commercial partnership to promote their service. Over several meetings, Uber and LUFC worked together to create a unique offer to both the LUFC employees and fans for matchdays across all digital platforms.

The Result

LUFC fans have received significant discounts to use Uber for home and away matches and also on non-match days. The Uber app was also embedded into the LUFC app within the travel section.
Furthermore, all LUFC employees use Uber Central which the Uber B2B product that both lowers cost and reduces administration for the employee and the club. This addition to LUFC’s partner programme helped the club to grow their portfolio with other like- minded technology brands.

SPFL launches first official app via Right Now Digital

The Brief

The SPFL and Right Now Digital are both my clients. It felt right to introduce the CEO of the SPFL to the Owner of Right Now Digital (RND) a “Start Up” based at The Kia Oval. The SPFL were launching a new website and new digital assets for the start of the 2018-19 season. The SPFL were also looking at applications that were both innovative and easy to manage and not cost prohibitive. RND had emerged at the 2017 Sports Technology Awards and were looking to challenge the market.

The rights owners applications were mainly delivering content via the club’s official digital platforms and were not providing rich content from rival publishers that fans enjoyed and were part of their regular digital consumption on their club.

The Process

The RND apps are able to curate (scape) relevant content in “real time” to deliver relevant content to the end user, including posts and video from Facebook, Twitter and Instagram. This means that the RND app acts as a “one stop shop” to the fans in terms of their thirst for content.

Over several months, the SPFL and RND discussed a commercial partnership whereby RND delivers the content to the app and worked with the SPFL team to encourage downloads through promotional links. RND were able to convince the SPFL Board that whilst the majority content was externally sourced that the installed technology would ensure that all content was relevant to the end user. An editorial and commercial plan was developed and the design and functionality both reflected the SPFL’s commercial programme and the look and style of the RND suite of apps.

The Result

The app was “soft-launched” at the 2 Betfred Cup Semi Finals in October before being promoted at the Betfred Final on December 2nd 2018. A mix of LED and match programme advertising delivered sufficient numbers to warrant investment from 2 additional companies within the app – Etoro and Octopus Energy. The app is now part of the portfolio of SPFL digital assets which has enabled the SPFL to ensure that they are represented in this valuable space. RND are now pursuing additional partnerships with both rights owners and brands.

The next step is to roll out the RND apps to the clubs within the Ladbrokes Premiership and Ladbrokes Championship based on the success of the SPFL app.

15% increase in value versus
the previous sponsorship

The Brief

The RFL had been notified by Carlsberg UK that they did not wish to continue their 2 year deal as the naming rights Partner of the Challenge Cup.

The Process

I was able to get in front of the CEO of Ladbrokes and with the help of marketing colleagues and a new sales deck, I pitched the property successfully to the CEO and a fellow Board Director.

The Result

Ladbrokes are now entering their 4th season as the Title Sponsor of the Challenge Cup and were also the title sponsor of the 2016 Four Nations. There was no agency fee payable to secure this deal.

20% increase in value versus the previous sponsorship

The Brief

The Football League and Molson Coors (owners of Carling) were unable to agree an extension to the agreement. I led the process to find a new title sponsor whether directly or through a 3rd party sales agency.

The Process

I received a confidential brief from a retained consultancy that they wished to assess the League Cup opportunity for an American Client. I worked with the research team to provide requested information and provided sales collateral. With the help of the CCO, I hosted the decision makers and the agency at the Carling Cup Semi 2nd leg and Final at Wembley Stadium.

The Result

I negotiated the final fee and the package of rights with their retained media buying agency.

The Football League concluded a 4 year agreement with Capital One that represented a 20% increase versus the previous deal with Molson Coors.

25% increase in value versus
the previous sponsorship

The Brief

Coca-Cola, the incumbent title sponsor were in their last season of their 3 year deal. The rights became available and I led the project to acquire a new title sponsor.

The Process

Through our relationship with the then Retail Marketing Director of npower, I was able to pitch the property with the support of the Commercial Director, formed several years before.

The Result

npower committed to a 3 year deal that represented a 25% increase in value versus the previous sponsorship. There was no agency fee paid by The Football League to secure the deal.