Mo-tivation: Why Hampton & Richmond FC Prioritised Brand over Money ⚽️
As fans are provided with ever greater entertainment offerings, differentiation becomes more difficult and being authentic to your own set of values is only going to become more crucial
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BIG IDEA
While many of the moustaches adorning the upper lip of men around the world last month have disappeared by now, the iconic, white Movember moustache still sits proudly upon the front of the Hampton & Richmond FC shirt.
Currently competing in the sixth tier of English football, the club from South West London aspires to be much higher up the football pyramid one day.
However, in climbing the ladder they don’t want to overspend – or chase short term cash at the detriment of building something that is sustainable long term (see: Luton Town, Plymouth Argyle).
The Beavers’ front of shirt sponsorship deal with mental health charity Movember is the perfect example of this philosophy in action.
“They’re not paying us at all,” admitted principal owner, Stefano Petruzzo on the Sports Pundit Podcast.
“In fact, we have a commitment to raise money for them,” he continued. “We have to spend money as part of the partnership, but that is exactly the point. For us, it’s about saying we’re going to put our money where our mouth is.”
For Petruzzo, who previously worked as a strategy director at Liverpool FC, this move is about creating an organisation that is value-oriented. He believes that commercially, this positioning will pay-off in the long-term.
“We know if we establish ourselves as a brand with values, a brand that is different, then down the line, our sponsorship intake will be much higher than if we had not done that.”
These values; which include respect, discipline, and having your teammates back, are partially borrowed from their Chief of Staff James Mendey, who has spent 10 years with the SAS, the tip of the spear of UK Special Forces.
The mission of the club also extends to providing life chances for youth and a place where people can develop and challenge themselves. This is exactly why Movember was such a good fit for them – and why Petruzzo was willing to take the hit to bring them in.
Hampton & Richmond FC are not only putting the charity on the front of their shirt and raising money for them, they are also delivering initiatives to help young people and parents talk about mental health through football environments, as well as setting up esports evenings which include short educational sessions on topics like nutrition and physical health.
Granted, this is perhaps easier to do when there isn’t the same level of commercial pressure as you get at the top end. However, there are other examples sitting higher up the English football pyramid which suggest the club could have a valid point in prioritising their brand value.
At the start of the Premier League season, newly promoted Luton Town decided against taking sponsorship from gambling firms, a decision which is costing them between £2 and £3m, according to SportBusiness.
Rather than see this as a loss, Luton’s CEO, Gary Sweet describes it as ‘an investment in culture.’
This choice not to promote excessive gambling behaviour is a principal that Sweet has stuck to throughout his tenure at Luton – even when the club were competing in League One and despite the fact nearly 60% of clubs in England’s top two divisions are doing so.
While it’s difficult to measure the direct impact that this decision has had, there is no questioning that in order to rise from the National League to the Premier League in just nine years, the broad thesis of investing into culture appears to be paying off for The Hatters.
Another example is Forest Green Rovers FC, recognised by the UN for their work on sustainability. Through their focus on ecology, they have seen their partnership revenue grow fivefold in three years due to brands wanting to align with their ethos. This includes deals with huge brands like Bolt, Quorn, and Oatly.
“Most football clubs are too afraid to stand for anything,” explained Petruzzo. “They’ll just follow whatever they think will resonate.”
Ultimately, as fans are provided with ever greater entertainment offerings, differentiation becomes more difficult. This means creating a captivating narrative and being authentic to your own set of values is only going to become an even more crucial tiebreaker.
As Petruzzo acknowledges, this doesn’t have to be just purpose driven brands. It could also mean choosing the ‘cooler brand’ despite them paying you slightly less, or it could be a focus on streetwear, dance music, gaming etc.
His advice is that whatever it is that you chose, make sure it’s genuine, that it’s different to what other clubs are doing, and then make sure to unapologetically reflect that in everything that you do.
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THE PODCAST
Want to hear more from my conversation with Stefano?
We discuss moving from the Premier League to the National League, setting benchmarks, looking for lessons from outside football, engaging with and empowering youth, being transparent with your fans, and much much more.
Listen to the full podcast via the link below - and I’d love to hear what you think!👇
JOB BOARD
Communications Manager - England Cricket Board (London, UK)
Brand Communications, Senior Manager - Football Club & Partners - Adidas (London, UK)
Brand Marketing Coordinator - TAG Heuer (London, UK)
Senior Manager, Global Brand & Consumer Marketing - NFL (New York, US)
Director, Marketing and Promotions (Copa America 2024) - MLS (New York, US)
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