Background
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.
