Sports Marketing Strategy

In 2018, we were tasked to promote the AFF Suzuki Cup – the most prestigious football tournament in the region. For the first time, a home and away format was also introduced for the games. This change became the inspiration for our marketing promotion. 

During the semi-finals when home fans turn up in full force, the games become a real test of courage for the visiting team. So to truly engage the fans, we did something unprecedented. The iconic Captain's Armband became a literal gift of motivation from away fans to their Captains as they led the team into the enemy's den.