FC United hires ad agency

Simon Donohue
Source: Manchester Evening News

THEY shoot, they score! C21 is relishing the task of telling potential sponsors about the breakaway Reds' FC United of Manchester.

The Altrincham advertising and marketing agency beat off stiff competition from rivals to help position and promote the groundbreaking football club formed by MUFC fans alienated by the Malcolm Glazer takeover.

The relationship between the football club and C21 developed when FC United recognised the agency's "immediate grasp of the club's unique ethos and felt there was natural synergy with C21's creative yet practical approach".
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Andy Walsh, general manager of FC United, said: "We've been approached by other creative agencies that were eager to work with us, but it never felt right.

"C21 were recommended to us and when we met it was clear that they understood our core philosophy straight away.

"The material they have produced portrays the FC United message of bringing football back to the fans and supporting communities."

Unique

As part of their remit, C21 created a sponsorship and media pack that communicates the unique situation of FC United - a fledgling club, which enjoys a fan base 30 times larger than their rival teams.

Christina Clarke, C21's managing director, said: "The club is most agencies' dream client.

"They've received some outstanding publicity in the last 12 months but their feet are firmly on the ground. The literature we designed clearly expresses their distinct culture.

"We used some great imagery. One in particular is of an old rattle from the 1950s that belonged to a supporter's grandad. It really tells the story of football past and present and what it means to fans and their families."

The promotional literature produced has helped double sponsorship revenue in FC United's second season, with Williams BMW the main FC United Sponsor for 2006/2007 and over 30 other companies supporting the team. C21 are now working with the club to develop a three-year communications strategy and a future vision.