Liverpool FC unveiled its new third kit for the 2018/19 season in tandem with Konami with a an unveiling campaign utilising their partnership within the Pro Evolution Soccer game.
The new New balance created shirts reveal represents the first time a Premier League Club has used in-game graphics to launch a new strip.
The video game promotional spot reveals a new strip that aims to act as an homage to fans’ favourite kits from between 1987 and 91: particularly the kit Liverpool wore during the 1989/90 season (when the club last won the First Division title).
Comment:
It was back in 2016 that Liverpool penned a three-year global partnership deal with and under this agreement PES players can enjoy the full Liverpool experience – which includes fully licensed kits, Anfield stadium renderings and player IP.
Ever since Manchester City blazed a trail for this kind of activation approach back in 2011 with its EA Sports tie-up (see case study) this has been an important tactical strand in the football club marketing mix.
The Liverpool kit launch campaign was rolled out in the same week as PES partnership marketing with specific clubs – such as a trailer for its new tie-up with AS Monaco.
The latest Liverpool work departs from its recent aligned activation with kit partner New balance under the club’s umbrella ‘This Means More’ big idea (see case study).
Links:
Liverpool FC
http://www.liverpoolfc.com
https://www.youtube.com/user/LiverpoolFC
https://twitter.com/LFC
https://www.facebook.com/LiverpoolFC
https://www.instagram.com/liverpoolfc/
https://dugout.com/boxsets/boxsets-liverpoolfc
