Fulham Announce Heavenly Branding Partnership

Fulham, London soccer club of the English Premier League, have announced a partnership with branding agency Heavenly, commencing from the 2011/12 season.

Heavenly will provide brand strategy ideas and creative services to Fulham, including for their season ticket campaign, which launches next month, the club’s membership scheme and their new kit launch under the terms of the agreement.

Heavenly has launched a 48-page brand campaign, which focuses on the whole match day experience at Fulham, rather than specifically on the game itself. Three core images are at the centre of this: ‘The Commute’, featuring fans cross Putney Bridge to get to Craven Cottage – the team’s stadium, ‘The Last Yards’, showing the walk through nearby Bishops Park, and ‘Half-Time Show’, displaying a panoramic view of the stadium from across the Thames at half-time.

Fulham’s communication’s director, Sarah Brookes stated: ‘Having decided to review our entire creative strategy, we saw a number of agencies each given the same initial brief to work from.  We were immediately impressed with the level of understanding that Heavenly had regarding the Fulham brand and its core, unique properties.  The energy and enthusiasm shown mirrored our own, and we are all very excited about what can be achieved with the relationship going forward.’    

Heavenly’s founder and chief executive, Richard Sunderland, added: “We are delighted to have been appointed by Fulham. We see them as the antidote to the modern game and to the faceless corporates that currently run many of their competitors. As a consequence we feel that there are many similarities between the club and Heavenly and as a London agency are thrilled to be working with a club that has such history and tradition.”