Chelsea and Duracell’s pioneering short-term digital partnership

Posted on Dec 8, 2020

In 2019, in a Premier League first, Chelsea took a digital-only, short-term brand partnership proposition to market. Developed with Two Circles, the proposition is a response to the shift of marketing spend to digital channels, and a lack of rights-owner-provided marketing options for brands wanting to maximise peak sales moments, product launches or larger-scale advertising campaigns. Often, for these brands, a long-term sponsorship commitment isn’t viable. 

Rights-Holder Objectives:  
1. Publicly showcase the new proposition as a rival digital advertising and influencer marketing, capturing brand spend on these digitally-focused marketing platforms 
2. Attract spend from – and build new relationships with – brand sectors (such as FMCG) who have traditionally shunned sports sponsorship 
3. Realise the value of digital assets that have, to-date, been under-exploited 
4. Better exploit Chelsea FC’s inhouse content and production capabilities. 

On the brand-side, consumer battery brand Duracell boasts enviable brand health equity of 40pt (+18pts vs Energizer) and Top of Mind Awareness of 74% in the UK and Ireland. However, the biggest gap in its penetration vs the category is ‘younger consumers’ (aged under 30). Therefore, Duracell looks for innovative marketing solutions to imbed the brand with a younger audience, the consumers of tomorrow, to help ‘future proof’ the brand. 

Brand Objectives: 
1. Create a distinctive campaign that put Duracell’s Power Bank mobile device charger product and its benefits at the heart of the idea 
2. Reach young consumer demographic (under 30s) 
3. Build sales momentum ahead of Duracell’s most important sales period, Christmas – in particular online via Amazon. 



Chelsea FC